Research On The Influence Of Consumer’s Cognitive On The Purchase Willingness Of Solid Wood Furniture

With the rapid development of Chinese economy and the great enhancement of Chinese consumption level, solid wood furniture is favored by more and more consumers. Although the whole market of the solid wood furniture has grown recently, the competition between furniture enterprises became fiercer. If one furniture enterprise wants to win a share in brutal competition, it not only should improve the quality of the products, but also should care about the consumer cognition, grasping the actual need, psychological characteristics as well as behavior pattern of the consumers. So based on the perspective of consumer cognition, it’s helpful to use consumer sophistication and consumer involvement these two conceptions to analyze the purchasing willingness in solid wood furniture transaction.This paper used solid wood furniture as the study object, and studied in consumer cognition perspective. Based on the summarization and discussion of relevant study on consumer sophistication and involvement, this paper put forward a theoretical assumption on consumer purchase willingness of solid wood furniture, totally defined nine variables and built the theoretical model among these variables. All the variables defined in this paper as follows: independent variables (including product knowledge, purchase experience and information recognition ability these three latent variables in sophistication subscale and personal preference, product symbolization, marketing incentive these three latent variables in involvement subscale), mediating variables (including personality sophistication and product involvement), dependent variable (purchase willingness). We collected first-hand data through questionnaire survey, and did validity and reliability analysis on the initial data by software SPSS20.0. By exploratory factor analysis, we get the common factors and filtered questions on the questionnaire, and then we determined the formal questionnaire after several adjustments. We provided 600 questionnaires in formal survey, and 445 valid questionnaires were administered, the valid return rate was 74.17%. We did reliability analysis by software SPSS20.0 on the data to confirm the reliability of the scales, and did the descriptive analysis and the correlating analysis to the data.We did validity analysis on data by software AMOS21.0 on the data to confirm the effectiveness of the scales, and built up a structural equation model from consumers for the willingness of purchasing solid wood furniture to check the relationship between variables. In the end, we verified the mediating effect of the personality sophistication and product involvement by Bootstrap method.The result of the data analysis shows that the most of the hypotheses pass the validation. According to the fitting result of the structural equation model, we also described path relationship among consumer sophistication, consumer involvement and purchase willingness and analyzed the relationship between any two variables. At last, in order to create a win-win environment for solid wood furniture enterprises and the consumers, in order to help enterprises to make precision marketing and individual marketing, this paper offered specific advices in following aspects:improve marketing environment, promote the consumer sophistication level and involvement level to enhance the purchase willingness.