Research On The Effect Of B2c Brand Perception And Purchase Intention Based On Shopping Value

Online shopping has become a popular daily consumption pattern,consumption trend driven by the industry to enter the number increased significantly,according to statistics,every year nearly 10% B2 C shopping site failures,reorganization,merger,the main reason is the homogenization of products and services,brand awareness.In the face of fierce market competition,consumers' choice of business enterprise is the choice of the brand.Consumer perception of corporate branding process,the acquisition of the value of the acquisition of the evaluation,will have a significant impact on the formation of the purchase intention.Therefore,the impact of the path of consumer brand awareness on the value of shopping,and then drive the formation of the purchase intention,under the influence of this relationship,will form a long-term support for the brand of consumer behavior.In this paper,we put forward the hypothesis relationship between the three in the online shopping environment,and set up the model of the impact mechanism model of brand awareness shopping value purchase intention,and empirical research on the model.The results show that:(1)consumers have a significant impact on the purchase intention,but the degree is different,and the influence from the big to small is the ability,the kind and the moral.(2)the hedonic shopping value is slightly higher than the utilitarian shopping value impact on purchase intention.(3)ability to influence factors and moral factors of utilitarian shopping value,influence factor and ability factor of cordial and hedonic shopping value.(4)the mediating effect of shopping value is between brand awareness and purchase intention.Finally,through the research conclusions,this paper puts forward some suggestions for the business enterprise in marketing and brand management: the first,pay attention to science and technology marketing.The second,pay attention to the integration of innovation and tradition.The last,pay attention to brand moral construction.in marketing and brand management based on value driven shopping,strengthening the brand relationship with consumers.