An Empirical Research On How Chengdu's Time-honored Catering Brand Authenticity Impact Consumers' Anticipated Regret

Brand authenticity is a very important part of brand management.As a representative of good quality in old days,now Chinese time-honored catering brands should pay more attention to brand authenticity.With fierce business competition and a lot of foreign catering enterprises entering the market,coupled with modern people's eating habits' changing,Chinese time-honored catering brands seem to be in an increasingly difficult business dilemma.The reason is that in the commercialization process,they only focus on the expansion of scale blindly,but no longer pay attention to the persistence of brand authenticity.The loss of brand authenticity has led to gradual homogenization of other modern catering brands,losing the core competitiveness of time-honored catering brands.Consumers will judge the perception of brand authenticity based on material,skills,taste,decoration,and service quality before making consumption decisions.At the same time,the evaluation of their relatives,friends and other consumers will also affect their anticipated regret before purchase.The domestic research on the authenticity of time-honored catering brands is mainly focused on the perception dimension,brand equity,purchase intention,etc.However,it is not common to explore how to improve the management dilemma of time-honored catering brands by studying the influence of time-honored catering brand authenticity on consumers' anticipated regret.From the perspective of brand authenticity,this study explains the relationship between brand authenticity and consumers' anticipated regret to a certain extent.This paper uses the theory of brand authenticity to analyze the mechanism of consumers' anticipated regret for time-honored catering brands.This study divides the authenticity of time-honored catering brands into three dimensions,the original authenticity,the constructed authenticity and the self-existential authenticity,and classifies consumers' anticipated regret into two categories,anticipated regret of action and anticipated regret of inaction,introducing perceptual value as a mediator and subjective reference as a moderator.This study constructs a model of brand authenticity,perceived value,subjective reference,and consumers' anticipated regret,and proposes research hypotheses about how the authenticity of time-honored catering brands influences consumers' anticipated regret through the mediating variables of perceived value and whether subjective references have regulatory effects.In this paper,the research method is empirical analysis.The form of collecting data is using questionnaires.Chengdu's time-honored catering brands are taken as the research objects,and 359 valid questionnaires are obtained.The data analysis is carried out by SPSS and AMOS.Using them to construct structural equations,testing the hypothesis and finally the conclusion is drawn.Most research in the past have studied anticipated regret as post-purchase behavior,ignoring the role of anticipated regret in consumers' pre-purchase decisions.In fact,in the pre-purchase decision-making process,consumers' anticipated regret is always changing because of the perception of the brand.And consumers' anticipated regret affects their consumption decisions.For the first time,this paper combines the theory of brand authenticity with the theory of consumer anticipated regret,and studies the factors that affect consumers' anticipated regret.It not only expands the breadth of brand authenticity and consumers' anticipated regret,but also reveals how consumers' perception of brand authenticity affects consumers' anticipated regret in their pre-purchasing.Finally,this paper puts forward targeted and reliable marketing management suggestions for Chengdu's time-honored catering enterprises.