The Driving Mechanism And Empirical Study Of The Formation Of The Consumer Self-owned Brand Consuming Awareness

Due to various reasons,“self-owned brands bias or consume awareness unconscious” has become a common phenomenon and typical social cognitive bias in Chinese social context.Even if the local brands and foreign brands are at same level in terms of price,functional attributes and actual use,Chinese consumers still prefer foreign brands;take the brand names for instance,the more Chinese consumers mistakenly believe that a brand is a foreign brand,the more they like this brand;on the contrary,the more mistakenly believe a brand is a local brand,the less like they are willing to buy it.This phenomenon has greatly weakened the social use and consumption power of self-owned brands,resulting in the loss of purchasing power overseas,which has adversely affected the development of local enterprises,the revitalization of national industries and the national economic security.To this end,the State Council issued the "Opinions on Promoting the Leading Role of Brands to Promote the Upgrade of Supply and Demand Structures" issued in June 2016,clearly stating "cultivating self-owned brand emotions,establishing consumer confidence;advocating self-owned brand consumption and leading overseas consumption backflow." It can be seen that under the background of China's vigorous implementation of the strategy of “manufacturing strong the country”,comprehensively promoting the upgrading of supply and demand structure and the rapid rise of a large number of local enterprises,how to enhance the awareness of self-owned brand consumption has become a important reality proposition to improve the consumption environment of self-owned brands and expand the market of self-owned brands.The clarification of the driving mechanism of the formation of self-owned brand consumption consciousness will help to lay a theoretical foundation for relevant countermeasure research.Existing research focuses on examining the correlation between various emotional variables and domestic product preferences,and lacks an examination of factors in self-owned brand perceptions(such as function,experience,symbol)and emotions(such as trust and attachment).Under the influence of related variables such as patriotic sentiment,what kind of self-owned brand function,experience and symbolic cognition,as well as self-brand trust and attachment,are reflected in the attitude of consumers who are highly conscious of national products(or high ethnocentrism)? What is the correlation between the “cognitive-emotionbehavior” of self-own brand? These are the main shortcomings of current research.Therefore,from the perspective of “emotional and cognitive rationalization” of attitude change,this paper uses the “cognitive-emotion-behavior” framework theory of attitude theory and brand-driven model theory,and combines the “big self” characteristics of self-owned brand consumption consciousness,and analyzes systematically the interaction and driving relationship between self-owned brand cognition,emotion and behavior,and proposes the cognitive-emotionbehavior driving model and its research hypothesis of self-owned brand consumption consciousness.This empirical test was carried out with multiple regression analysis.Through empirical analysis,this paper draws conclusions as follow: self-owned brand cognition(including self-owned brand function,experience,symbol)has significant positive impact on self-owned brand emotion(including self-owned brand trust,attachment)and selfowned brand behavior(brand loyalty),self-owned brand emotion has a significant positive impact on brand behavior;self-owned brand emotion plays a complete intermediary role between brand recognition and brand behavior.It can be seen that the formation of self-owned brand consumption consciousness is driven by the cognitive process,emotional process and behavioral process,and is the result of the progressive influence and mutual driving of the three levels of cognition,emotion and behavior of self-owned brands.It can be seen from the above that self-owned brand trust,attachment and behavioral loyalty are based on good function and experience perception,and positive brand symbolic perception.Therefore,enhancing the public's own brand function and experience perception,and enhancing the symbolic perception of self-owned brands has become an important way to cultivate self-owned brand consumption consciousness.The former needs to make higher quality and more cost-effective domestic products to advance user experience,which means use high quality,craftsmanship,and even better user experience to win consumer back;the latter needs to be cultivated patriot sentiment and cultural self-confidence,then stimulate and guide the inner group preference,and generate empathy effect to support self-owned brands.