Study On The Impact Of Mobile Phone Brand Experience On Consumers’ Brand Attitude And Purchase Intention

Today, with the increasing homogenization of products, the product itself has far can not meet the demand of consumers, and consumers pay more and more attention on the importance of the brand during their purchasing. As a perception and learning of customer to a brand, brand experience is one important strategy to establish the image of the brand in the minds of customers, to improve the understanding of customer brand familiarity, and enhance brand attitude, that can have a significant impact on the customer’s willingness to buy. Brand experience means an inner emotions and personal feelings triggered by brand-related stimuli, it is divided into five dimensions, that are sensory experience, affection experience, behavioral experience, intellectual experience and related experience. In this study, it is designed to find which dimensions of brand experience can significantly affect consumer purchase intention. Then, we provide some marketing recommendations for enterprises to improve customer brand attitude and their willingness to buy from the view of brand experience.Currently, there is litter paper research the relationship between brand experience and purchase intention in the relevant home and abroad literature. Draw on the rational behavior model (TRA), this paper introduces the brand attitude as a mediating variable, and mobile phone industry as the research object, and then explore the influence of brand experience to consumer purchase intention from the perspective of consumer perception. Based on reviewing the brand experience, brand attitude, purchase intention theory and their relationship research literature, this paper establish a conceptual model of the relationship among them; With SPSS17.0software applications, this paper analysis the reliability, validity testing, correlation analysis, regression analysis and variance analysis on the survey data collected, and finally draw the following conclusions:(1) In the five dimensions of brand experience, sensory experience, affection experience, behavioral experience and related experience have a significant direct impact on consumer purchase intention, while intellectual experience has no significant direct impact on their willingness to buy.(2) The impact of brand experience on brand attitude, sensory experience, behavioral experience and related experience,this three dimensions have significant impact on brand trust, while the sensory experience, affection experience, behavioral experience, related experience and intellectual experience five dimensions all have a significant impact on the brand emotion. Brand attitude plays intermediary regulatory role in the influence of brand experience to consumer purchase intention.(3) Brand attitude has a direct significant effect on consumers’ willingness to buy, and compared to brand trust, brand affection has a greater impact on the willingness to buy.(4) Consumers’individual characteristics (gender, age, education level, occupation, monthly income) have some significant differences in the perception and evaluation of brand experience, brand attitudes and purchase intentions.This paper analyzes the impact of brand experience on purchase intention, and introduces brand attitude as a mediating variable into the conceptual model, the study provides a new entry point for the study of brand experience and customers’ willingness to buy. Meanwhile, the results of this study have some reference and guidance role for enterprises in better implementation of experiential marketing, strengthen consumer brand attitude, and driven consumers’ willingness to buy.