The Influential Mechanism Of Brand Transparency On Purchase Intention

As the link between consumers,brands,and businesses,transparency plays an increasingly important role.The concept of brand transparency and the development of the scale provides a new theoretical thinking and research perspective for the academia.However,the research on the mechanism and boundary conditions of brand transparency's influence on purchase intention is rare.As the positioning of brand products,brand transparency reduces the costs of information search,perceived risks,and uncertainty,and creates value for consumers.So,based on this,this article select product category to explorer how brand transparency can improve purchasing for consumers by creating value.Based on the theory of rational behavior,three experiments were carried out by this article,try to lead brand trust the whole research model,as a mediating variable,and to further explore and perfect the effect of the brand transparency.This paper examines the role of brand trust in this relationship,explores the impact of different product categories on this relationship,discusses how the different sceptical consumers buy the same brand transparency.This paper obtains first-hand data through experimental method,and refer to previous experimental methods and combine research situation and purpose to make appropriate adjustments.Three experimental files are designed in this paper.The experiments have done through the leadership of the teacher.Through the SPSS to statistical analysis of data,such as independent sample t test,bootstrap analysis and variance analysis.Analysis results show that :(1)the higher the brand transparency,the greater purchase intention.(2)brand trust plays an partial mediation effect during the process.(3)In contrast to search products,brand transparency promotes greater purchase intention on experience products.(4)Brand transparency can not only promote the purchase intention of highly skeptical consumers,but also promote the purchase intention of the low suspicions.The moderating role of consumer skepticism is not supported.The article deepens the knowledge on brand transparency and provides some managerial implications for marketers.