Impact Analysis Of Catering Business Brand Equity On Passengers' Purchasing Intention In Railway Station Enviroment

In China, Railway station is in the large process of new construction and expansion. With the rapid economical development, people are enjoying a much better life, passengers' needs for the business services in railway station are increasing, and they want to buy goods with high quality and low price, which more and more railway station has realized, lots of well-know brands such as McDonald's, KFC, etc are presenting in railway station. The purpose of this study is to find out the way that brand influence passengers'purchasing intention, using catering as an example.Brand equity based on customer is an appropriate concept to measure the influence that brand impact the passenger's purchasing intention. There are four parts in the research model:independent variables brand equity including brand awareness, brand image and perceived quality; mediator variable customer perceived value including functional, emotional and social value, trust including brand trust and trust for the railway station; dependent variable passengers'purchasing intention; background variables consume experiences in railway station.The study constructs questionnaire based on literature and interview, and using empirical means to validate the theoretical model. The empirical results are as follows:Brand equity significantly influences customer perceived value and brand trust:brand awareness, brand image and perceived quality have positive effect on emotional value and brand trust; brand image and perceived quality have positive effect on functional value; brand image have positive effect on social value.Customer perceived value and brand trust significantly influence passengers'purchasing intention, both of them are mediating factor in relation of brand equity and passengers' purchasing intention.There is a significant difference in trust when consume experience is different.