Research On The Influence Of Perceived Value On The Purchase Intention Of Imitating Brands

With the rapid development of market economy,the degree of competition between enterprises is gradually intensified.New product launch is faced with more and more difficulties in the complicated and changeable environment,so numerous companies adopt brand imitation strategy to cope with the challenges.Brand imitation strategy can not only decrease the risk of new product launch,but also open up an outlet and expand the market.Imitation brands gradually appear in various fields of products,and brand imitation has become the norm of the market.Under this background,researching customer's purchasing intention of imitation brand from the perspective of perceived value can not only enrich the theory of perceived value and purchase intention,also has a certain practical significance.In this paper,based on the study of related literature at home and abroad,the breakthrough point is perceived value and the research object is the purchasing intention of imitation brand.Besides,this paper regards perceived quality,perceived cost and perceived risk as the antecedents of perceived value.Then,the perceived value is divided into functional value,emotional value and social value.This paper regards consumer knowledge as the moderator variable and builds theory model of the influence of consumer's perceived value of imitation brand on purchase intention,then puts forward the research hypothesis.This paper conducts statistics and analysis of the 289 valid questionnaires by SPSS21.0 and verifies each hypothesis.The results show that:(1)perceived quality has a positive influence on perceived value,while perceived cost and perceived risk have negative influence on perceived value;(2)perceived quality has a positive influence on imitation brand purchase intention,while perceived cost and perceived risk have a negative influence on imitation brand purchase intention;(3)perceived value and its various dimensions have positive influence on imitation brand purchase intention;(4)consumer's knowledge has a regulatory role between the perceived value and its various dimensions and the imitation brand purchase intention.This paper puts forward the proposal of improving consumers' perceived value and purchasing intention of imitation brand based on the above conclusion,then provides theoretical guidance for imitation brand enterprise in China.This research broadens the research field of the perceived value and purchasing intention.This research will help imitation brand enterprise to formulate the marketing strategy which conforms to the development of its own.That is,the enterprise should set up customer value orientation and focus on product innovation,so as to promote enterprise from imitation to innovation and finally get out of imitation.Meanwhile,this research provides the reference basis for leading brand' better brand protection and defense strategy,implementation of brand regulation,and the consolidation and expansion of market share.