Empirical Research On Online Brand Experience Of Time-honored Brand Influencing Customer Purchase Intention

As an important pillar of traditional commercial economy,the time-honored brand enterprises inherit unique products,services or skills.The time-honored brand contains profound historical value and national cultural characteristics,and obtains social recognition and people's trust.However,with the development of economy and the change of market competition environment,quite a number of time-honored brand enterprises gradually decline from glory,some even disappear.At present,we need to carefully analyze and consider how to revitalize the time-honored brand,and how to enhance the purchasing power of time-honored brand enterprise products in the fierce market competition.Now in the era of experience economy,the homogenization of enterprise products or services makes consumers gradually pay attention to the experience process of products or brands while paying attention to the quality and price of products.The brand experience has become the focus of consumers and enterprises,and the purchase intention is the basis of purchase behavior,which can make certain predictions about the purchase behavior of customers.At the same time,as the Internet era,the enterprise should keep pace with the times and make full use of the Internet and big data and other technologies to innovate.Based on the research of the relevant literature theory,this paper builds “online brand experience--customer perceived value--customer purchase intention” research model and suggests a hypothesis,analysis the influence of online experience of the time-honored brand on customer purchase intention,and introduces the mediator variable of customer perceived value.Through the definition of the concept and dimension of each variable,a measurement scale suitable for this study was formed,and the questionnaire survey was carried out.Finally,statistical analysis software is used to collate and analyze the collected data and draw conclusions.The paper basically validate the research hypothesis and the following conclusions are obtained through empirical analysis:(1)the four dimensions of online brand experience of time-honored brand do not all have a significant positive influence on the three dimensions of customer perceived value;(2)the online brand experience of time-honored brand has a significant positive impact on customer purchase intention;(3)the customer perceived value of time-honored brand has a significant positive effect on customer purchase intention;(4)the customer perceived value plays a mediating role in the impact of sensory experience,thinking experience and interaction experience on customer purchase intention.Finally,based on the empirical research conclusion,the paper gives the rationalization suggestion for time-honored brand enterprises of how to use the online brand experience in brand management to enhance customer purchase intention,etc,and points out the shortage of this study and future research directions.