On The Study Of Theory Of Brand Purchasing

It has been a focus in the marketing literatures how to predict consumer behavior more accurately. Researchers have developed many models to predict the consumer's behaviors. In the past twenty years, the most active theory is the Theory of Reasoned Action (TRA). Recently, many literatures have deepened the theory for improving the predicting ability of TRA. For example, the attitude has been divided into cognitive attitude and affective attitude, the subjective norm has been divided into injunctive norm and descriptive norm. But the literatures of improving the predict ability by deepening TRA are few in brand purchasing field, except Ryan et al. and Warshow apply the TRA in toothpaste brand purchasing and three other fast consumables respectively. Therefore we know a little about the TRA when they are applied in the brand purchasing behavior.This paper would be developed around three topics which are correlated with the TRA applying in brand purchasing behavior. Firstly, this paper would review the relative literatures about the attitude study and subjective norm, then divided the attitude into cognitive and affective component and explore the change of TRA predicting ability.The result showed that TRA have a good predict ability on brand purchase behavior. Specifically, when we add the affective components of attitude into TRA that the predicting ability of TRA has been improved significantly, but the hypothesis of two dimension attitude is not validated. For subjective norm, both of the exploratory and conforming factor analyses have proved that the subjective norm can be divided into injunctive norms and descriptive norms, beside the descriptive norms can predict the behavior significantly, when we add the descriptive norms into TRA, the whole predicting ability also improved significantly.Whereafter, for improving the precision of predicting brand purchase, this article analyses the relationship between brand commitment and TRA, then puts the brand commitment into TRA and proposes the Theory of Brand Purchasing (TBP) and tests the relative hypotheses. The results show that the brand commitment is a significant predictor of behavior intention and the predicting ability of whole model is improved significantly when we put the commitment into the TRA. The result also shows that the brand commitment is a better predictor to behavior intention then purchase attitude and subjective norm.At last, this article analyses the purchasing experience moderating effect on the relationship between the predictors and behavior intention. Basing on review the relative literatures, this paper divides the customer into potential customers and existing customers, and existing customers are divided into first-time purchase customers, twice purchase customers, three-times and above customers further. This article compares the difference the above four group customers to test the moderating effect of purchase experience.The results show that the Theory of Brand Purchase can predict the behavior intention of different buyers. This model has a best predicting ability on first time buyers, and a worst predicting ability on three-times and above buyers. The result also proves the moderate effect of purchase experience on the relationship between attitude and intention, subjective norm and intention, brand commitment and intention. As a whole, with the increasing of experience, the effect of subjective on intention is reducing. But that effect is nonlinear: for potential buyers, the predicting ability of the injunctive norms is weaker than other buyers; for first-time buyer, the predicting ability of the injunctive norms is strongest and beyond the descriptive norms. With the increasing of experience, the predicting ability of the injunctive norms on intention is reducing. For the predicting ability of the descriptive norms on intention is liner, with the increasing of experience, the predicting ability of descriptive norms is reducing. The effect of descriptive norms on intention is significant for potential buyers. The effect of attitude on intention also is nonlinear with the experience increasing. The effect of attitude on intention is lowest for first-time buyers, but that effect is higher for potential buyers and twice and above buyers. The predicting ability of brand commitment on intention is increasing with the experience increasing.It is not easy for company to understanding the customers. Knowing the customer how and why to buy will help the company to realize their marketing aims more easily and satisfy their customers. As a whole, the contributions of this article are following: (1) this paper combines the construct of attitude and the construct of subjective norm firstly, and test hypotheses in brand purchase field. In theory, this paper deepens the comprehension of the constructs of TRA, and proves the general of the TRA. In practice, the paper would guide the company to know and predict their customers more effectively. (2)The effect mechanism Brand commitment on behavior intention is different from attitude and subjective norm. It presents the relationship between consumer and a brand. Therefore, this article bring the brand commitment into the behavior intention prediction that will contribute us understand and predict consumer brand purchase and that also present the combining of relationship marketing and cognitive theory.(3) This paper focuses on the moderate effect of experience on TBP and finds out that the difference among different buyers customers. That would offer a theory for explaining the changes of intention determinants.