A Causal Model of the Relationship Between Product Design and Brand Awareness in Relation to Purchase Intentions for Smart Household Electrical Appliances

Abstract

This study analyses the relationship between product design and brand awareness in relation to purchase intentions for smart household electrical appliances and to verify the relationship between the variables. In this study, purposive sampling was used to select 500 respondents from five major online shopping platforms in China: JD, Suning, Tmall, TikTok, and Pinduoduo. The reliability and validity of the questionnaires were verified with Cronbach's alpha scores were above 0.7, that AVE values for all factors exceeded 0.5, and that CR values were all above 0.7. Data analysis uses methods such as frequency, descriptive statistical analysis, percentage, the correlation between variables and structural equation model analysis techniques. This study found that consumers' satisfaction with smart home appliances mainly focuses on operability, performance, brand, and appearance.