The Influencing Research Of Brand Culture On Home Textile Consuming Behavior

Domestic household textile consumption accounts for only 20% of the total, while in the developed countries, home textiles proportions of the United States and Japan are as high as 40%, Britain,even the consumption of France and other countries is stable at35-38%,which has become the first big consumption more than clothing.As a social person,consumer’s specific purchasing behavior is deeply affected by abstract culture.Therefore,through the comprehensive analysis of the relationship among social and cultural factors,brand culture connotation,consumer demand,home textile product characteristics and marketing factors,the test extracts the influence factors of brand culture consumer perceived on consumer behavior,establishing a reasonable relationship between the brand culture and home textile consumer behavior.Based on connotation of brand culture constitute elements,theories that factors affecting consumer behavior at home and abroad, and theoretical basis for the home textile product characteristics,this study qualitatively analyzes the influence of brand culture connotation on textile consumption behavior from the perspective of cultural value consuming psychology.This study determines indicators of influence model by external performance of brand culture,promotion,core connotation by regarding home textile as a carrier.6 groups of factors filtered by expert scoring,four dimensions measurement system of brand culture is determined,and 4 dimensions of brand culture hypothesis on the relationship between the consumer behavior model are put forward.Due to the behavior under the influence of personal attitude,consumer attitudes as intermediate variable,brand culture theoretical model of brand culture effecting on home textile consumer behavior is built.This study selects Minguang as on-the-spot investigation object, getting 230 effective questionnaire, 141 network questionnaire,using SPSS20.0, AMOS17.0 and other analysis software to do factor analysis and comprehensive methods for SEM factor selection and model correction,building the influence model of brand culture on textile consumer behavior.The following main conclusions of this research:the influence degree of the five factors in brand culture connotation on consumer buying behavior from big to small, in turn, as the brand culture promotion, the core connotation of brand culture,external performance of home textile consumers purchasing attitude,product features,artistic quality,are 0.54, 0.32, 0.31, 0.32, 0.31.4 strategies for "Min Guang" brand culture promotion:1)Spread the concept of ecological textile in Chinese old brand value culture.2)Pay attention to the cultural expression, name of commodity display style, color,pattern design of home textile art and culture.3)Create "Min Guang" concept store: develop APP, build commodity selection and indoor environment design, independent purchase,and take the initiative to share anthropomorphic marketing experience.4)Switch the concept of scientific and technological innovation to wider more accord with consumer expectations of higher ecological culture transformation, national history and culture as the leading, art culture, emotion, experience culture.