Analysis on influencing factors of consumers' purchasing behavior online for furniture: a case study on furniture malls and business centers in Harbin
A questionnaire is designed based on the systematical literature review relevant to the types and influencing factors of consumers' purchasing behavior online for furniture from demographic characteristics, purchasing types, purchasing behaviors, and the perceptions of Online to Offline (O2O) mode. All data derived from questionnaires is processed by SPSS software package for descriptive statistics analysis, results showed that majority of the consumers purchasing furniture online are young and middle aged females with middle income and high education, working in the enterprises and institution or freelances; the proportion of the consumers purchasing furniture online are relatively small and their purchasing behaviors are more rational with higher loyalty. Quality and after sale service are the two chief concerns about purchasing furniture online. A further correlation analysis on the relevant variables of consumers' purchasing behaviors online was carried out, it found that the higher the price tolerance of the consumers' purchasing furniture online, the consumers more tend to purchase furniture from professional websites; the higher loyalty to purchase furniture online, the higher the consumers' understanding and acceptance of O2O mode; and the male consumers' recognition for O2O mode is higher than females'
ICEC