Research on the Influencing Factors of Consumers' Purchase Decision on Guilin Specialty Products under the Theory of Consumer Psychology

Abstract

Guilin specialty products are popular among local consumers, and consumption has often been associated with impacts on need and value by the consumers. This study examined the current specialty product consumption status among Guilin residents and explored factors influencing specialty product consumption by applying the theory of consumption. As expected, different specialty product consumption was an occasional event rather than part of an everyday purchase, closely associated with meeting friends and celebrating cultural enjoyment. Seven influencing factors of motivation, perception, knowledge, learning, experience, attitude, and personality affect consumers’ purchase decisions. The three research objectives are; to analyze the influencing factors of consumers' purchase decisions on Guilin specialty products based on the theory of consumer psychology, to explore the influencing factors of consumers’ purchase decisions on Guilin specialty products based on the theory of consumer psychology, and to improve consumers’ purchasing decisions for Guilin specialty products through the theory of consumption.