| The work aims to explore the factors influencing the purchase intention of wooden furniture, and offer some suggestions on design, production, marketing, online platform construction, etc. for furniture brands. Based on the research method of online reviews, RPA technology was applied to collect online reviews of wooden sofas on the Tmall platform. Rost CM6 was used to perform word segmentation, extraction of high-frequency words, construction of core semantics, etc. through emotional analysis. Next, Nvivo 12.0 qualitative analysis tool was used to conduct grounded analysis, including open coding, main axis coding, selective coding and saturation test on effective reviews. Then, combined with perceived value theory and SOR theory, a model of influencing factors for online purchase intention of wooden Sofas was constructed. Consumers were stimulated by external factors such as furniture products, sales staff, after-sales service, online platform and offline experience during the purchase process, which changed their perceived value and trust and affected their purchase intention. The core category elements of this model can be applied to the consumers' psychology of wooden sofas under O2O mode, which effectively reflects the systemic needs of consumers and furniture brands and has good application value. |
