A Study of Influencing Factors on Consumers’ Willingness to Purchase SongBo Products

¹ College of Artificial Intelligence and E-Commerce, Zhejiang Gongshang University Hangzhou College of Commerce, Hangzhou 311599, China
² College of Artificial Intelligence and E-Commerce, Zhejiang Gongshang University Hangzhou College of Commerce, Hangzhou 311599, China

^* Corresponding author: jinfengz@zjhzcc.edu.cn

Abstract

As sound therapy, Songbo Sound Therapy is widely used around the world for the treatment of sleep disorders and physiotherapy. Therefore, it is of great significance to explore consumers’ willingness to purchase Songbo Bowl products and their influencing factors to enhance consumers’ willingness to purchase and to promote the high-quality development of China’s sound therapy instrument industry. The empirical results show that among the four dimensions affecting consumers’ willingness to buy, consumers’ price sensitivity, awareness and trust significantly affect consumers’ willingness to buy, and consumers’ perceived value is also a factor affecting willingness to buy. From the study of the four dimensions of willingness to buy, this paper finds that young people in faster-developing cities have a higher demand for Songbo products used to alleviate insomnia and other diseases, and at the same time, sound therapy is included in the national health insurance for the first time in 2022, which indicates that the sound therapy products have gone to the public. Targeted countermeasures and recommendations from the government level. The government should increase the publicity and promotion of sound therapy products, enhance consumer awareness and health consciousness, and establish a sound product feedback system and regulatory mechanism.