The Research By The Influence Of Consumer Purchasing Intention On Retail Enterprise Brand Relationship

The retail enterprise has been developing a lot in China. Consumers’behavior in the retail enterprise becomes more and more important and the retail enterprise operators have gradually realized the importance of a brand. There are more and more researches on brand relationship at home and abroad. However, the similar research in service industry has just emerged. And up to now, there has been no deep study on the retail enterprise brand relationship. Therefore, it is of great importance and feasibility for us to study the influence of retail enterprise brand relationship on consumers’ purchasing intention.In this research, we firstly analyze the relevant research documents at home and abroad and have interviewed the experts on the retail enterprise and brand relationship as well as the retail enterprise consumers. On this basis, we construct the model about the influence of the retail enterprise brand relationship on the consumers’ purchasing intention. Analyzing related documents and considering the current development of the domestic retail enterprise brand, we form variable meters. The reliability and validity tests indicate that each meter is suitable for our domestic consumers. Finally, we handed out 400 questionnaires at random at the entrance to the retail stores in the downtown of Changsha and obtained 336 effective ones. And with these data, we can make the analysis of background variables and model hypothesis testing.The empirical study discovers that for the retail enterprise there are three dimensions of brand relationship:attitude to brand, commitment to brand and attachment to brand. And they have positive influence on consumers’ purchasing intention. Of these, the brand attitude has the greatest influence on the consumers’ purchasing intention. However, the sales promotion of the retail enterprise and the brand social community relationship may regulate consumers’ purchasing intention. According to these empirical studies, we put forward the corresponding management proposals.