The Effect Of Brand Identity, Self-Construal And Product Type On Consumer Purchase Intention

Objective:There are many research about consumers’ purchase intention that involve multiple factors have been studied, The purpose of this study is from three aspects, social situation, personality characteristics and product attributes to discuss the impact of self-construal,product types and brand identity,and the study is an empirical study.Methods: This study used an experimental way,designed with one mixed repeat factors in three factors to investigate how self-construal,product types and brand identity affect purchase intention.The innovation of this paper is adopted a false feedback method to test the group brand identity, combined with the self construal and product types.Results: The results of this study were analysed by SPSS18.0. The results of analysis show a significant main effect of brand identity on purchase intention(F=50.40, P<0.01), a significant interaction between the self-construal and product types(F=4.60, P<0.01), the same with the brand identity and self-construal(F=8.96, P<0.01),but the interaction of brand identity, self-construal and product types are not significantly(F=0.31, P>0.05).Conclusion:Firstly, different group brand identity show different purchase intention. When consumers realize the group brand identity is low, their purchase intention is low; when they aware of the group brand identity is high, their purchase intention is high.Secondly, different types of self-construal under different brand identity raise different purchase intention. When consumers realize the group brand identity is high, both indpendent self-construal and relational self-contrual consumers’ purchase intention are high. When consumers aware of the group brand identity is low, both indpendent self-construal and relational self-contrual consumers’ purchase intention are low;and the only difference with the conclusion one is that, when the group brand identity is high, the consumer of relational self-construal have a higher purchase intention than independent self-construal.Thirdly, different types of self-construal consumers have a different purchase intention to different product types,the relational self-construal consumers’ purchase intention to private product is higher than social product.Fourthly, different self-construal consumers under different group brand identity and different product types raise the same purchase intention.