The Study Of Consumer’s Purchase Intention For LED Household Lightening Equipment

Since the advent of LED products, they get lots of attention because of its low voltage,low power consumption, long life, high reliability, easy maintenance, etc. and they arerecognized as the next generation of lighting technology and suffered a rapid development inmany countries. In recent years, China has suffered a serious of environmental issues, like‘haze’. People’s concern about the environmental protection is increasing rapidly. LEDproducts due to their low energy consumption, pollution and other characteristics exhibit aunique advantage, is conducive to the promotion of its "energy saving" and a strategicapproach to environmental protection. In recent years, the development of LED industry hasgot the strong support from the relevant government departments, including the NationalDevelopment and Reform Commission. They issued a series of planning for the LED industryand proposal development and successfully supported the development of China’s LEDindustry. The final consumption of the products is the consumer, consumer behaviorcharacteristics and purchase intention for LED products is the important factors to the healthyand rapid development of LED products industry. Therefore, the study of consumerwillingness to buy LED products is of great significance to the promotion of the developmentof China’s LED industry.This paper first reviews the literature on consumer behavior, defines the concept of greenconsumption and the related LED products. This paper expounded the theory of greenconsumption, including the relationship between cognitive theory and willingness to buyamong consumers, consumer demand theory, and the theoretical basis of consumer buyingbehavior theory. Analysis model was constructed factors affecting consumer purchaseintention empirical analysis. We got empirical data from Xiamen and Zhangzhou FujianProvince. This study compared data obtained in urban and rural consumers through the fieldresearch in the cities, towns and villages. The resulting data were analyzed by descriptivestatistical analysis first, and then use SPSS software Logistic regression analysis of factorsaffecting consumer purchase intention of LED products were analyzed in detail. The resultsshow that: most consumers do not understand the LED products or the characteristics of LEDproducts. The trust level of the consumers is not high. In addition, through analysis ofconsumer awareness of LED products, price assessment, consumer’s personal and family characteristics and habits, and environmental awareness, are important factors which canaffect on consumer willingness to buy. Data analysis showed that the level of education ofconsumers affected, whether the consent LED products can protect eyesight, you agree LEDproducts to protect the environment, conserve evaluate the importance of environmentalissues and concerns of the variable energy impact on consumer willingness to buy. And someinformation has significant effect on the rural consumers’ willingness to buy. Among differentchannels interpersonal communication channel is the most significant one. At the same time,the study also found that cognition is likely to be consumer products could environmentalawareness successfully converted to influence purchase intention. Only when consumersunderstand the product has the environmental protection properties, consumers’ environmentalawareness will smoothly into the commodity purchase intention. Found in the comparisonbetween urban and rural areas, urban consumers have greater knowledge of LED products,understand the channels are also more diversified, and the low degree of rural consumerunderstanding of LED products, is also contributing to the rural environmental awarenessdoes not translate into purchase intention of consumers.According to the results of empirical analysis, this paper presents reasonable suggestionsto promote the development of LED industry. First, the relevant government departmentsshould strengthen the LED market supervision and management, increase product and itsadvantages and characteristics of propaganda, to enable enterprises to get financial andtechnical support to create a good environment for the development of LED products on themarket. Enterprises should improve their management level, to carry out reasonable andeffective strategy to expand the product’s sales channels, in particular, should pay attention topublicity, good promotion. Also they should increase the introduction of high-tech talent, andaccelerate product development and upgrading technology. Finally, consumers should alsolearn more about the features and advantages of LED-related products in order to make betteruse of LED products.