Study On The Influence Of Brand Alliance Between CommodityBrand And Network Mall Brand On Consumer Purchase Intention

With the development of Internet technology, it brought us to a new digital era. Theshopping on-line in China is spreading out in different places rapidly because of theadvantages of convenient and cheap. To these commodity brands, the development ofshopping on-line means new channel pattern. It is an opportunity and a challenge tothem. So how to choose an effective store brand online to be alliance has been an urgentproposition. After years of development, shopping online has led to a series of questionsabout the quality of the products. This will be no doubt to hurt the trust of theconsumers. Therefore, how to set up a good platform for the jointing up of commoditybrands and network store brands as a unit and to forecast the effects for brand alliancehave attracted the scholars to research recently.This article is based on the background of the scholars’ research of brand alliance.The S&R brand joint consumer evaluation model is combined with consumer attitude tocommodity brands, consumer attitude toward online shopping brand and the matchdegree of commodity brands and online shopping three dimensions. This paper wouldabsorb something from it. Based on the background of the shopping on-line, we woulduse TAM technology acceptance model from mature consumer behavior research. Andwe carries on some simple changes which extract the consumers purchase intention ofthe dependent, which combines consumer perceived usefulness and perceived ease ofuse, as the mediation variables to the research. Combined with the brand impact onconsumer awareness and consumer perception influence on consumer purchaseintention, the paper has6variables and6hypotheses.According to the latest authoritative statistical sales data, this article selectsLenovo, Samsung, Tmall and Amazon as the irritant brands for research. And therewould be four combine ways to analysis and verify. Choose students, enterpriseemployees and enterprise management as the main research object to issuance thequestionnaire. The finally effective questionnaire is218copies.This article uses SPSS19.0software to analysis the survey data for descriptivestatistics analysis, the reliability and validity analysis, and correlation analysis. And useAmos7.0software to establish the structural equation model. The attitude to goodsbrand, the attitude toward online shopping brand have strong relevance to perceiveusefulness. In the research on consumer perceived ease of use, attitude toward onlineshopping brand has more correlation with it than the attitudes to goods brand. And the matching degree of commodity brands and online mall brands has the strongercorrelation with consumers’ perceived usefulness. Consumers’ perceived usefulness andperceived ease of use can be positive effect on purchase intention of consumers. So thatcommodity brands or online store brands should have good consumer attitudes toincrease the purchase intention. And choosing brand to joint up into cooperation with fitbrand matching degree can increase the consumers’ perceived usefulness and perceivedease of use. And it would get a better consumer purchase intention.There are several main innovation points of this article. First, combining with thepresent network shopping environment, the research has the timeliness. Second, theaffection of brand alliance is extended to the consumer purchase intention of consumersfurther. Finally, together with the present situation of online shopping, the deliveryconvenience and after-sale convenience items are used as the index of perceived ease ofuse variable.