The Empirical Research On The Inlfuence On USP Perception To Customer Purchase Intention

In recent years, Unique Selling Proposition (USP) has been widely recognized bymany people in both marketing field and advertising field. Meanwhile, articles relatedto USP theory appeared frequently in marketing journals. As to China, USP hasdeveloped quickly in Chinese market, and has made great achievement. The theory ofUSP interested many scholars at home and abroad. However, most of the existingresearches are about the introduction of USP theory and actual examples of USPapplication. There were little researches on the USP theory itself, and almost noempirical research on the USP. In practice, developing USP can help customers andguide the management of the enterprise, and finally bring progress to the enterprise.Therefore, it is of great theoretical and practical significance to do research on theUSP.Through reviewing and combing the past research results systematically, we putforward the relationship model about the influence of USP perception to brand imageand purchase intention and the influence of brand image to purchase intention fromthe point of view of consumer. USP perception is divided into four dimensions, whichare safety guarantee, knowledge learning, differences recognition, and emotionalintimacy. And brand image and purchase intention are taken as single dimensionvariables in this paper. Internet survey and personnel interview are the two majorways to release the questionnaire. We get a total of274questionnaires. Afterscreening questionnaires, there are242effective questionnaires finally. Then thepaper analyzes the reliability and effectiveness of the data, and based on this, it teststhe hypothesis of this research.The empirical results show that, the demensions safety guarantee, knowledgelearning and emotional intimacy of USP are positively related to brand image.Meanwhile, differences recognition has negative impact on the brand image. Brandimage is positively related to purchase intention. The brand image plays an importantintermediary role in the process of the influence of USP perception to customerpurchase intention. Safety guarantee dimension of USP perception can not only affectthe customer purchase intention directly, but also affect customer purchase intentionthrough the brand image. Knowledge learning, differences recognition and emotionalintimacy dimensions of USP perception can not affect the customer purchase intention directly, but can impact customer purchase intention through the brand image. Finally,based on the conclusion above, this paper proposes some marketing managementadvice for the enterprise.