The Impact Of The Brand Relationship Is The Direct Product Of Consumer Purchase Intent Study

With the opening of the direct-selling market of China, the consumers' purchasing intention of direct-selling products is being paid great attention. Under such a background, on the basis of field work and questionnaire surveys, this paper analyzes the factors of affecting the consumers' purchasing intention of direct-selling products with the corresponding models and theories and the methods of the empirical study.This paper reclaims 399 shares of questionnaires, and SPSS11.0 statistical software is taken. Regression analysis is used to analyze three dimentions of brand relationships—cognition, affect and conation, which affect the consumers' purchasing intention. And then it discusses whether reference group and leisure time, as the control variable, can bring interferential effect when the independent variable influences responding variable. The results are showed as follows:(1) To direct-selling products, three factors of the brand relationship do influence consumers' purchasing intention: among them, the infection of brand conation is the largest, brand cognition is larger, brand affect is the least.(2) Both reference group and leisure time, as one of interferential variable, the relatives can influence consumers' purchasing intention: between them, the relatives have more infection to the consumers' purchasing intention than the stars. When leisure time is full, the brand relationship' infection is notability; when it isn't full, the effection isn't notability.This study shows that for consumers three dimentions of brand relationships—cognition, affect and conation, which are important informations in their purchasing intention at the age of economic globalization. It indeed affects consumers' purchasing intention and behavior to get comprehending, acquaintance, appraisal, feeling, faithful intention and promise to direct selling product. Direct enterprises should attach importance to build good relations with consumers, and utilize the human relationships adequately, then cause plural benefit.