Research on Factors Influencing Consumers' Purchase of New Chinese-Style Furniture: A Survey Based on The UTAUT Model

Chao Li; Siti Suhaily

doi:10.14419/tjbn4133

Article Details

Research on Factors Influencing Consumers' Purchase of New Chinese-Style Furniture: A Survey Based on The UTAUT Model

Authors:

Chao Li | Siti Suhaily

Publisher:

Science Publishing Corporation

Journal:

International Journal of Accounting and Economics Studies Vol.12 Issue 3, pp.83-90

Document Type:

Article

Publication Date:

7/2025

Document Language:

English

Document ID (Org No.):

2001385968

pISSN:

2309-4508

DOI:

10.14419/tjbn4133

Keywords:

Abstract:

 Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), this study integrates the cultural and aesthetic characteristics of New Chinese-style Furniture (NCF) to systematically explore the key factors influencing consumer purchasing behavior and constructs a corresponding research model for empirical analysis. Through structural equation modeling analysis of 467 valid questionnaire responses, the study finds that performance expectancy, social influence, and facilitating conditions have significant positive effects on consumers’ purchase intentions, while effort expectancy has no significant impact. The results indicate that, in the context of NCF consumption, consumers place greater importance on product functionality, cultural identity, and external support rather than the perceived ease of use. Moreover, this study validates the applicability of the UTAUT model in the field of culturally oriented products, thereby extending its theoretical boundaries. On a theoretical level, the research fills a gap in empirical studies on user acceptance behavior of NCF and promotes the integration of cultural and technology acceptance models. On a practical level, the findings provide strong guidance for enterprises in product design, user engagement, and market positioning, helping to enhance brand cultural influence and consumer identification.

Article Details

Research on Factors Influencing Consumers' Purchase of New Chinese-Style Furniture: A Survey Based on The UTAUT Model

Authors:

Chao Li | Siti Suhaily

Publisher:

Science Publishing Corporation

Journal:

International Journal of Accounting and Economics Studies Vol.12 Issue 3, pp.83-90

Document Type:

Article

Publication Date:

7/2025

Document Language:

English

Document ID (Org No.):

2001385968

pISSN:

2309-4508

DOI:

10.14419/tjbn4133

Technology Acceptance Model

New Chinese-style Furniture (NCF)

Consumer Purchasing Behavior

Empirical Study

Issues

Article Details

Research on Factors Influencing Consumers' Purchase of New Chinese-Style Furniture: A Survey Based on The UTAUT Model

Authors: Chao Li | Siti Suhaily

Publisher: Science Publishing Corporation

Journal: International Journal of Accounting and Economics Studies Vol.12 Issue 3, pp.83-90

Document Type: Article

Publication Date: 7/2025

Document Language: English

Document ID (Org No.): 2001385968

pISSN: 2309-4508

DOI: 10.14419/tjbn4133

Technology Acceptance Model

New Chinese-style Furniture (NCF)

Consumer Purchasing Behavior

Empirical Study

Issues

Authors:

Chao Li | Siti Suhaily

Publisher:

Science Publishing Corporation

Journal:

International Journal of Accounting and Economics Studies Vol.12 Issue 3, pp.83-90

Document Type:

Article

Publication Date:

7/2025

Document Language:

English

Document ID (Org No.):

2001385968

pISSN:

2309-4508

DOI:

10.14419/tjbn4133