The Impact of Digital Transformation, Consumer Decision Mechanism, and New Product Design Planning on Sustainable Competitiveness in the Wooden Furniture Market
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Abstract
The objectives of this research were (1) to study the impact of digital transformation on consumer decision mechanisms, new product design planning, and sustainable competitiveness in the wooden furniture market; (2) to analyze how the consumer decision mechanism influenced new product design planning and sustainable competitiveness in the wooden furniture market; and (3) to examine the role of new product design planning in enhancing sustainable competitiveness in the wooden furniture market. The population comprised 930 employees and 90 administrators across 10 furniture enterprises, totaling 1,020 individuals. A total of 340 participants, including both furniture factory employees and management personnel, were selected for the study using a stratified random sampling technique. SEM analysis showed that digital transformation positively influenced the consumer decision mechanism (path coefficient = 0.82, p < 0.001), validating the hypothesis. Digital transformation also positively influenced wooden furniture's sustainable competition (path coefficient = 0.47, p < 0.001) and new product design planning (path coefficient = 0.63, p = 0.032). The consumer decision mechanism positively influenced new product design planning (path coefficient = 0.66, p = 0.003) and wooden furniture sustainable competition (path coefficient = 0.53, p < 0.001). Furthermore, new product design planning positively influenced wooden furniture sustainable competition (path coefficient = 0.78, p < 0.001). Therefore, based on the research results, non-standardized path coefficients were used in the study. Based on the p-values, it was determined that the 95% confidence intervals of all path coefficients did not contain 0, and the results were statistically significant. This study clearly reveals how digital transformation drives the sustainable competitiveness of wooden furniture enterprises through key intermediary pathways.
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