A Research On Consumers' Repurchase Intention Through Corporate Association

In recent years,with the rapid growth of the economy,People's quality of life is getting higher and higher,dairy products has become an indispensable daily necessities in people's lives.Therefore,consumers pay more attention to dairy enterprises.But the frequent occurrence of scandals in dairy enterprises has seriously affected the consumer's repurchase intention.However,the consumers' repurchase intention is an important source of profit for enterprises.It is necessary to enrich the study of consumer repurchase intention in roder to provide guidance for the dairy products enterprise.At present,the research on consumer repurchase intention in academic circles mainly focuses on two aspects: individual and brand.At the individual level,there are few studies exploring the impact of corporate associations on consumer repurchase intention.Therefore,this article explore the impact of corporate associations on consumer repurchase intention based on a case study of dairy enterprises.Based on the reciprocity theory and innovement theory,and combined the related study in filed of the corporate associations,brand relationship quality and consumers repurchase intention,this paper constructs a conceptual model of the impact of corporate association on consumer repurchase intention.This paper gets the research data through the field survey and network questionnaire.SPSS20.0 and AMOS21.0 software were used to make an empirical study on the data obtained from 265 valid questionnaires.This paper draws the following conclusion based on the research:(1)consumer' corporate associations,including CSR association and corporate ability association,have positive impact on their repurchase intention.(2)Brand relationship quality partially mediates the effect of corporate associations on consumer repurchase intention.In other words,consumer' corporate associations will influence the consumer repurchase intention through the brand relationship quality.(3)Consumer involvement play a role in the relationship between CSR association and brand relationship quality.According to the conclusions of this paper,the corresponding marketing and management proposals were proposed from specification of the corporate social responsibility,attaching great importance to the corporate ability,attaching importance to the promotion of brand relationship quality and promoting involvement marketing.However,there also exists some deficiencies of the study.Firstly,with regard to the research methodology,this paper mainly uses the questionnaire survey method to obtain the survey data.But the external effects of the questionnaire may influence the results of study.Secondly,with regard to the sample,this paper's questionnaire may has regional restrictions,which may affected the accuracy of the results.