Research on Consumer’s Cognitions of Silk Products

Silk belong to typical Eco Textiles and have many excellent characteristics. Whereas, there is only small market share for silk in Chinese textile market. Chinese costumers have certain understanding for silk clothing, which is important to silk companies to develop the domestic markets and establish their own silk product brands. This paper uses the structure equation model (SEM) research methods, analyzes principal components through SPSS11.0 software for consumer’s cognitions of silk product and revises the results by LISREL model 8. 7 data analysis software. The proposal was forwarded for silk company to increase their marketing skill, develop their service quality and enhance customer loyalty.