Influence Model Research of Brand Culture on Home Textile Consumption Behavior

Abstract

Through the analysis of the influence for brand culture on home textile consumption behavior, extracted the influence factors of brand culture on consumer behavior in home textile consumption behavior, put forward one theory model which 4 dimensions of brand culture as the independent variable, home textile consumers’ purchase attitude as an intermediate variable, home textile consumer brand choice of purchase behavior as the dependent variable, and to further establish a reasonable influence relationship model between the brand culture on home textile consumer behavior. By using SPSS, AMOS analysis software, etc, through expert interview and questionnaire investigation, comprehensive reliability analysis, factor analysis, SEM and other methods for selecting the factors and model building, to promote enterprises to form the unique brand culture characteristics.