【摘要】 新零售背景下家具五金行业由配套供给向品牌竞争转变，但其品牌认知形成因素尚缺乏系统研究。基于TAM-TPB模型，引入社会影响源与新零售方式作为外生变量，构建家具五金品牌认知影响因素模型，并运用结构方程模型（Structural Equation Model,SEM）进行实证检验。结果显示，社会影响源与新零售方式对感知易用性的标准化路径系数分别为0.406和0.358，表明信息可理解性是品牌认知形成的重要前提。主观规范与感知行为控制对品牌认知的标准化路径系数分别为0.336和0.317，均高于态度，表明家具五金品牌认知更依赖行业共识与个体判断。其揭示了家具五金品牌认知是在家居空间使用场景中多因素协同作用的结果，并据此提出了家具五金品牌认知提升的具体措施。更多还原

【Abstract】 Under the background of new retail,the furniture hardware industry has shifted from supporting supply to brand competition,but the factors contributing to the formation of its brand awareness still lack systematic research.Based on the TAM-TPB model,this paper introduces social influence sources and new retail methods as exogenous variables to construct a model of influencing factors of furniture hardware brand awareness,and conducts empirical tests using the Structural Equation Model. The results show that the standardized path coefficients of perceived ease of use for social influence sources and new retail methods are 0.406 and 0.358 respectively,indicating that information understandability is an important prerequisite for the formation of brand awareness. The standardized path coefficients of subjective norms and perceived behavioral control for brand awareness are 0.336 and 0.317 respectively,both higher than attitudes,indicating that the brand awareness of furniture hardware is more dependent on industry consensus and individual judgment. It reveals that the formation of brand awareness for furniture hardware is the result of the coordinated effect of multiple factors in the usage scenarios of home spaces. Based on this,specific measures for enhancing brand awareness of furniture hardware are proposed.更多还原