An Empirical Study of Consumer Purchase Intention of Home Textile Brands

In the increasingly fierce competitive bedding market in China, understanding the driving factors behind consumers' purchase intentions for home textile brands is crucial for companies to develop effective market strategies. Through the design and distribution of questionnaires and the adoption of quantitative analysis methods, this study probes into consumers' intention to purchase home textile brands and their influencing factors. It focuses on analyzing the influence of factors such as brand awareness, fashion directionality, product image, consumers’ sentiment, design performance, etc. on their intention to purchase home textile brands. The study has found significant differences in Chinese consumers' awareness of domestic and foreign bedding brands and their preferences for different bedding brands. The consumers' perception of bedding extends beyond functionality to include sentimental satisfaction during use. Moreover, the design performance has not only exerted significant positive impacts on the consumers’ purchase intentions but also enhanced their recommendation intentions, constituting a positive correlation between them. The study’s results provide valuable reference and practical significance for brand-building and marketing strategies in the Chinese bedding market.