The Influence Of The Brand Image Of Convenience Store On Consumers' Purchasing Intention

In the last three years,the physical retail sales situation has been overall downturn,but the convenience store industry is maintain a good development trend.With the continuous growth of residents ' income and the increasing consumption structure,consumer's time is compressed,fragmentation trend is significant,the demand for instant and convenient consumption increased,the small amount of convenience purchasing is increasing,in the future the Entity Retail Transformation innovation and E-commerce line integration trend,China's convenience store industry will usher in a wider space for development,the market competition will be more intense.In this competition,every convenience store brand wants to be able to get more and more customers more quickly and accurately,and let them willing to keep buying.For consumers,brand image is the consumer's overall understanding of the brand,is one of the main factors which affecting consumer's decision-making.For enterprises,brand identity is one of the essential conditions for promoting enterprise development,and is a kind of perception of whether the definition of brand or the meaning of brand is consistent with their own image,if the level of perceived consistency is high,a sense of identity arises accordingly,which in turn leads to a willingness to purchase the brand's products or services.This paper takes the consumers of the convenience store as the research object,and analyzes the relationship among the brand image,brand identity and the consumers' willingness to buy the convenience store.For the convenience store Empirical research provides a new research model,which has important theoretical significance;At the same time,this study provides the theory reference to how to improve the convenience store consumer's purchase intention from the perspective of convenience stores,refined the measurement of convenience store brand image,through exploring the convenience store brand image and brand identity.This paper is based on the S-O-R model and social identity theory,it reviews the previous research results,chooses the purchase intention of convenience store consumers as the result variables,takes convenience store brand image as the antecedent variable,and interprets the influence mechanism of brand image on consumers ' purchasing intention through brand identification.This paper collects data by questionnaire,analyzes the data by using SPSS21.0 software,and verifies the hypothesis.Through empirical research and analysis,this paper draws the following main conclusions:(1)The brand image of convenience store and its dimensions have a significant positive correlation with consumers' purchasing intention.(2)There is a significant positive correlation between the brand image of the convenience store and its dimensions,brand identity and its dimensions,and there is a significant positive correlation between the brand identity of the convenience store and its dimensions and the consumers ' willingness to purchase.(3)The intermediary mechanism between the brand identity of convenience store and the relationship between brand image and consumers ' purchase intention.