A Study on Influence of Consumer Usage Knowledge to Purchasing Convenience and Purchase Intention : Taking Sewing Machine as Example

The purpose of this study was to propose a research model by utilizing the consumer usage knowledge and purchasing convenience to explore the relationship among service satisfaction and purchase intention. Consumer of household machine need to obtain professional knowledge for purchasing process, which could facilitate purchase convenience and then increase purchase intention for consumer. Therefore, the consumer usage knowledge was utilized as theoretical basis in this study, and purchasing convenience and consumer attitude was also considered: (i) the consumer usage knowledge whether increases consumer purchasing intention and service satisfaction; (ii) the purchasing convenience whether positively affects consumer service satisfaction and purchasing intention. Structure Equation Model (SEM) was utilized to analyze the structural relationship between measured variables and latent constructs. The study found that (i) consumer usage knowledge of household sewing machine positively affected consumer household sewing machine purchasing convenience, and consumer purchasing intention; (ii) consumer purchasing convenience positively affected purchasing intention for household sewing machine; (iii) consumer attitude after service satisfaction positively affected purchasing convenience. Study revealed that the consumer usage knowledge could increase the consumer’s purchasing convenience and purchasing intention; hence, convenient purchasing can improve consumer attitude for satisfaction and purchasing intention