Nankang Furniture Brand Loyalty Study Based On Technology Acceptance Model

Today,with the rapid development of economy,manufacturing industry is getting more and more attention and favor.The “Made in China 2025” proposed at the Third Session of the Twelfth National People’s Congress emphasized the important role of manufacturing in the future development.Nankang’s furniture industry is the core industry of Nankang District.It has accumulated a profound history of development and has a certain reputation and influence in the furniture industry.However,“Nankang Furniture” is a regional brand,and most furniture companies in Nankang District have not yet built and built their own brands.Brand building can bring considerable benefits to the company through the brand effect.It is a product that takes root in the market.And based on important means.Therefore,the brand building of Nankang Furniture is very important.According to investigations,the Nankang District government is currently actively encouraging and providing enterprises with a series of supportive policies to help enterprises establish brands.However,due to the lack of consumer feedback on the experience of Nankang Furniture,it delayed the “Nankang Furniture”.The pace of brand building.Therefore,from the perspective of “Nankang Furniture” regional brand loyalty,this article attempts to explore whether “Nankang Furniture” has consumer brand loyalty and explore key factors that influence consumer brand loyalty,and thus “Nankang Furniture” brand.Construction and development provide certain reference and reference.In this paper,firstly,through a large number of literature readings,the research status of Nankang Furniture,the related theories of brand loyalty,and the related theories of the technology acceptance model are reviewed.Then,based on the technology acceptance model,the reference to other scholars in the study of brand loyalty Based on the industry characteristics of “Nankang Furniture”,the research variable is based on the concept model of“Nankang Furniture” regional brand loyalty.The variables of the model are defined and hypothesized;the items of the questionnaire are set according to the established technology acceptance model.A questionnaire survey was conducted to ensure that the designed questionnaire was valid and reliable;then,SPSS 22 data analysis software was used to analyze the 2850 data obtained from the questionnaire survey to verify the research hypothesis,and the difference was used to draw consumption.The differences in the gender,age,monthly income,education level,and geographical characteristics of the individual aresignificant differences in the various factors of the technology acceptance model.Related analysis and regression analysis know that the “Nankang Furniture” regional brand loyalty technology acceptance model The independent variables in the perceived usefulness,brand image,and customer There was a significant correlation between intention and mediating variables use attitude and dependent variable brand loyalty,while perceived ease of use and competitors related factors had no significant correlation with mediating variables,but was significantly related to dependent variables;finally,according to the conclusions This paper proposes to improve consumer perceived usefulness and perceived ease of use,government-level promotion of “Nankang Furniture” brand building,increase consumer satisfaction with “Nankang Furniture”,cater to consumer demand,and focus on differentiated production.The four suggestions provide a reference for the brand building of Nankang Furniture.