The Empirical Study On The Impact Of Corporate Credibility On Customer Purchase Intention

Market economy is the credit economy,credit is an important basis for the normal operation of market economic mechanism.Customers pay more attention to the quality of products and services,corporate integrity behavior.Enterprises in order to open the market and expand market share,has been the construction corporate credibility to enhance the corporate image,including the corporate credibility rating and the enterprise image,etc.,and establish its own reputation,so as to obtain customer Identification and purchase intention.However,China's enterprises for credit awareness is still inadequate,lack of credit problems are common.The study of the relationship between corporate credibility and customer purchase intention has attracted the attention of academia.Based on the corporate social credit theory and customer perceived value theory and so on,this paper draws lessons from the domestic and foreign scholars on the basis of corporate credibility,customer identification and customer purchase intention research,this paper puts forward the following assumptions based on the theory of social contract and customer perceived value theory:H1:corporate credibility has a direct positive impact on customer identification;H2:customer identification has a direct positive impact on customer purchase intention;H3:customer identification in the corporate credibility and customer purchase intention to play a mediating role;H4:customer credibility to customers purchase intention to produce direct positive Influence.On the basis of the above research hypothesis,the structural model of corporate credibility,customer identification and customer purchase intention is constructed.Through the questionnaire survey,this paper uses the empirical analysis method to verify the research hypothesis and the structure model,and discusses how the corporate credibility can influence the customer purchase intention through the customer identification.A total of 320 questionnaires were distributed in this survey,of which 269 valid questionnaires were retrieved and the effective rate was 84.06%.In this paper,the effective questionnaire was analyzed by SPSS20.0 data.Through the descriptive statistical analysis,scale reliability analysis and correlation analysis,regression analysis was used to determine the direction and intensity of the corporate credibility and customer purchase intention,and the customer identification with the intermediary function test.It found that the corporate credibility has positive effect on customer identification and customer purchase intention.Customer identification has positive effect on customer purchase intention.In the whole impact mechanism,customer identification that in the corporate credibility and customer purchase intention,to the role of a strong intermediary role.This article from the enterprise point of view put forward four management proposals:According to the above research,this paper puts forward four management proposals:(1)enterprises to strengthen their credit culture,shaping the good reputation of enterprises;(2)attention to customer satisfaction,enhance corporate brand credit image;(3)the enterprise shall improve the enterprise credit evaluation system,strengthen self-regulatory awareness;(4)the enterprise should strengthen the external supervision mechanism,the establishment of all-round credit management.