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Attitudes toward home furnishings case goods: an investigation of motivations and values relative to product choice

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Katherine Annette Burnsed (Creator)
Institution
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/
Advisor
Nancy Hodges

Abstract: The purpose of this dissertation was twofold: (a) to investigate consumer's attitudes toward home furnishings case goods; and (b) to determine how their attitudes influence their home furnishings case good consumption choices. Based on preliminary research findings and an analysis of the attitude-behavior relationship literature, the main research constructs were determined and operationalized. The Theory of Reasoned Action was deemed to be most suited for the study. A conceptual model, Home Furnishings Case Goods Consumption Model, was then created. The model's foundation was the Theory of Reasoned Action with the addition of three constructs: home furnishings case goods attributes/evaluative criteria, hedonic and utilitarian motivations, and consumer perceived consumption values. The sample for the study was drawn from a home furnishings retailer's database, which included participants from Georgia and Florida. Participants completed a 14 page booklet survey questionnaire that contained scales to measure research constructs, as well as demographic, socioeconomic, and dwelling-specific information (n =190). Confirmatory factor analysis was used to measure the adequacy of the Home Furnishings Case Goods Consumption Model and the eight formulated hypotheses were individually analyzed through the use of multiple regression analysis. Although the findings of this research are market specific, they have important implications for the home furnishings case goods industry. This research demonstrated usefulness of the individual scales used. Overall, this study provides product developers, manufacturers, and marketers with a greater understanding of the home furnishings case goods consumer and it could allow sellers to create lead times, which could ultimately provide a source for competitive advantage. Furthermore, by delving into the mind of the home furnishings case goods consumer, manufacturers and retailers could provide consumers with more tailored offerings/selections that would better suit their needs and desires.

Additional Information

Publication
Dissertation
Language: English
Date: 2010
Keywords
Attitudes, Case Goods, Consumer Behavior, Home Furnishings, Motivations, Values
Subjects
Furniture $x Purchasing.
Case goods $x Purchasing.
Consumer $x Attitudes.
House furnishings.
Consumers' preferences.
Consumer behavior.