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

  • Authors

    • Chao Li School of the Arts, Universiti Sains Malaysia, 11800 Minden, Penang
    • Siti Suhaily School of the Arts, Universiti Sains Malaysia, 11800 Minden, Penang
    https://doi.org/10.14419/tjbn4133

    Received date: June 29, 2025

    Accepted date: July 2, 2025

    Published date: July 15, 2025

  • Technology Acceptance Model, New Chinese-style Furniture (NCF), Consumer Purchasing Behavior, Empirical Study

  • 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.

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  • How to Cite

    Li, C. ., & Suhaily, S. . . (2025). Research on Factors Influencing Consumers’ Purchase of New Chinese-Style Furniture: A Survey Based on The UTAUT Model. International Journal of Accounting and Economics Studies, 12(3), 83-90. https://doi.org/10.14419/tjbn4133