The Role Of On-line Infomediary And Brand Reputation In Increasing Consumer Brand Impression And Purchase Intention

In the past, consumers usually use traditional tools of communication such as television, newspapers and other traditional ways of communication to obtain information about manufacturers and products. But now low search cost associated with the emergence of the internet changes the traditional way of consumers using external cues. More and more people prefer collecting the product information through online infomediary which is the most efficient way to get the maximize information. Meanwhile the emerging evaluation of online infomediary affects consumer to form brand impression and make purchase decisions.To further understand the influence of online infomediary and brand impression on consumer, the researcher made a experiment and used statistical method to verify brand reputation and online infomediary can affect consumers'forming brand impression and making purchase decisions. I also construct a model of all the relevant variables to test the relationship between them in the model. The results show that: (1) brand reputation and online information can affect the forming brand impression and making purchase decision through the role of the intermediary variable, the brand impression. (2) brand impression has the strong role on the consumer purchase decision.