Research on Consumer's Purchase Decision

DOI

10.2991/icecsd-19.2019.57How to use a DOI?

Keywords

Purchase Intention;Consumer Trust;Certfification

Abstract

China's economy is in a stage of steady development, and the country has also formulated a transition policy from a manufacturing power to a manufacturing power. This policy has reflected the quality requirements put forward on the one hand with social phenomena and the increasingly affluent conditions in time. This contradicts the quality level of China's manufacturing industry. The standard is an important factor that restricts the product quality assurance process, and whether the role it plays can be recognized by the public and consumers. Therefore, we put forward relevant research questions. Can this standard be used as a signal of product quality to influence consumers' purchasing decisions? If so, whether there are other influencing factors?This study will take the average consumer as the research object, and see the criteria used in the purchase of daily necessities as the premise. Based on this, this study explores whether consumer's cognition of product execution standard affects their purchase decision behavior. If there is a correlation, we will further study whether consumers' differences of standard cognition will affect consumers' trust in product quality, thus affecting consumers' purchasing decision behaviors. This study verifies whether trust plays a mediating role, whether communication behaviors between enterprises and consumers affect consumers' standard cognition and trust of product quality. Based on the literature review and empirical analysis, this study will providesuggestions and countermeasures on how to effectively use product standards and how to make standards more acceptable to consumers.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Hong Huan
AU  - Zhou Lijun
PY  - 2019/08
DA  - 2019/08
TI  - Research on Consumer's Purchase Decision
BT  - Proceedings of the 2019 3rd International Conference on Education, Culture and Social Development (ICECSD 2019)
PB  - Atlantis Press
SP  - 451
EP  - 464
SN  - 2352-5398
UR  - https://doi.org/10.2991/icecsd-19.2019.57
DO  - 10.2991/icecsd-19.2019.57
ID  - Huan2019/08
ER  -