An Empirical Study On The Relationship Between Mobile Phone Brand Experience And Customer Purchase Intention

With an increasingly competitive market environment, consumers’ demands for products have changed. After the era of product economy and service economy, consumers are increasingly interested in experience economy. And brand experience has aroused consumers’ attention because it can affect consumer’s perception of brand personality and brand image. Moreover, brand experience can convey emotion to consumers and promote the interaction between consumers and enterprises to strengthen customers’ purchase intention. Therefore, in recent years, researches on the relationship between brand experience and customer purchase intention have attracted the attention of academic circles, and a series of influential views and results have been put forward.Based on the domestic and foreign academic researches, this paper discusses what the brand experience has influence on customer purchase intention through the mediating role of brand equity. By the method of empirical analysis, we get 290 valid questionnaires from filed and network survey. As a result, the empirical study shows that the brand experience can promote the formation of brand equity and produce a strong positive correlation in customer purchase intention. In the whole mechanism, brand equity is confirmed as a strong mediation effect. Therefore, enterprises should strengthen customer purchase intention and enhance market competitiveness for meeting the needs of consumers by way of boosting consumers’ awareness of brand experience, accelerating the formation of brand equity and shaping good brand image.