Research On Influence Of Shopping Mall Brand Image To Consumer Purchase Intention

As one of the oldest industries in the world, the real estate industry doesn’t have a longhistory in China. But after30years’ rapid development, it has become China’s importanteconomic sector to promote the progress of industrialization, urbanization and modernization.With the maturing of the market economy, coupled with the continuous introduction ofreal estate control policies in recent years, many traditional residential real estate developershave been setting their sights on commercial real estate. The fittest law of survival in thecommercial real estate has been quickly confirmed. The prosperous of commercial real estateand fierce competition of business climate also intensify competition in the commercial realestate and shopping mall. Those put forward shopping mall a very high demand on a series ofquestions of the format selection, screening of market segments, brand image building.Many shopping malls have high vacancy rate and the surrender phenomenon due todon’t have clear brand image, which resulting in huge social resources waste. The mainreason is that developers depend on the past experience than accurate understanding in thedevelopment of commercial real estate’s investment/commercial/real estate attributes, andhave poor brand image positioning.How shopping mall to standing out in the fierce competition becomes the first question.Estate is a capital-intensive industry, need large upfront investment, usually hundreds ofmillions, and most of commercial real estate takes form of lease, the long payback periodexacerbates the financial pressure. If commercial real estate developers want to be invincible,they need to create a unique brand image, reduce reformation and secondary investment costs.Domestic research on the brand image of the shopping mall is relatively few, foreign researchin this area is relatively mature, this study on the basis of the review of related research athome and abroad, to build the appropriate model and empirical analysis.Start with the shopping mall concept, classification, characteristics and developmenthistory, combined with the brand image and consumer purchase intentions related research,analyze the impact of the shopping mall brand image on consumer purchase intention. Aimsto identify the relationship of brand image, behavior attitude, subjective norm, perceived behavioral control and the consumer purchase intention, guiding the shopping mall brandimage building work, enhance the comprehensive competitiveness of enterprises.The study confirmed: the brand image of shopping mall has a significant positive effecton consumer behavior attitudes and subjective norm; brand image, behavior attitude,subjective norm, perceived behavioral control have significant positive impact on consumerpurchase intention.