Research On The Impact Of Offline Brand Equity On Consumers’ Online Purchase Intention

In the face of the impact of electricity supplier and Sturm und Drang of online retail, more and more retail enterprises expand offline business to online. However, many traditional retailers in the online sales are still not optimistic. To the traditional retailers, how to take advantages of its original brand integrate on-offline channel resources in expanding online business, giving full play to the advantages of multi-channel, has become an urgent need for solve the problem in the transformation development process. Therefore, focus on multi-channel retailer offline enterprise brand assets, research on offline influence on consumers’ online purchase intention has important theoretical and realistic significance.This paper started following researches from three aspects: firstly, the paper defines the concept of offline brand equity based on analyzing the theory of brand equity and the store brand equity. Secondly, the paper reviews the related literature about brand equity and store brand equity, based on the concept of offline brand equity, develops the measurement scale of offline brand equity. Third, this paper builds a theoretical model about the impact of offline brand equity on online purchase intention, and conducts an empirical test on the theoretical model.The innovation points of this study are: firstly, this research analyzes the impact on consumers’ online purchase intention from the perspective of offline brand assets, which extends the antecedent of online purchasing behavior. The same time, this study is a theoretical innovation in on-offline transfer area of research by providing a new theoretical perspective for online consumer purchasing behavior. Secondly, this research reveals the influence mechanism of offline brand equity on consumers’ online purchase intention, also analyzes the offline online brand trust and brand equity through mediation role of online brand attitude’s influence on consumers’ online purchase intention. The research fills the current shortcoming of the combination of on-offline research, enriches the existing research results.The empirical analysis results show that: the dimension of offline brand equity includes offline brand’s recognition, image and attitude. Offline brand equity directly influences online brand trust and attitude, online brand trust and attitude directly influences online purchase intention, so offline brand equity indirectly influences online purchase intention. The results enrich the theory of brand equity related system, and provide guidance for the effective integration of online and offline for multi-channel retailers, as well as provide further research path in the field of online and offline.