Modern Marketing Mix Factors and Brand Image Perception Influencing Consumers’ Furniture Purchasing Decisions through Online Channels in Beijing, China
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Abstract
This research aimed to examine the influence of modern marketing mix factors and brand image perception on consumers’ decisions to purchase furniture through online channels in Beijing, China. The target population consisted of consumers residing in Beijing who had previously purchased furniture online. The sample size was determined based on the guideline of 20 respondents per observed variable, resulting in a required sample of 360 participants, as the study included 18 observed variables. A purposive sampling method was employed to select the participants. However, only 300 valid responses were collected, yielding a response rate of 83.33%.
Data were gathered using a structured questionnaire and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that both modern marketing mix factors and brand image perception had a statistically significant positive influence on consumers’ online furniture purchasing decisions, with p-values ranging from .000 to .002. The model demonstrated a predictive power of 36.6%, with brand image perception exerting a stronger influence than modern marketing mix factors. These results highlighted the importance of enhancing brand image and utilizing modern marketing strategies to foster online purchasing behavior in the furniture market.
Article history: Received 27 March 2025
Revised 28 April 2025
Accepted 2 May 2025
SIMILARITY INDEX = 0.00 %
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