Research On The Impact Of Consumer Product Knowledge Level On Brand Loyalty

Forty years after the implementation of the reform and opening-up policy,China's comprehensive national strength has been greatly improved,the manufacturing economy has gradually faded away,the brand economy has come,the national consumption has gradually changed from quality to brand,the intangible asset of brand has gradually become the core resource of enterprises,and the creation of first-class brand has become the strategic goal of enterprises.However,the current situation of most enterprises in our country is that the products are unlicensed or unlicensed.On the other hand,with the rapid development of network and communication technology,the product knowledge of Chinese consumers has been rapidly improved.Product knowledge is the 'basis for consumers to evaluate value and understand brand information.Based on this,this paper explores the impact of consumer product knowledge on brand loyalty from the perspective of consumers,combining with relevant brand theory,consumer decision-making theory and clue theory.This research chooses the computer brand as the research object,combs and summarizes the existing research on consumer product knowledge and brand loyalty,divides product knowledge into subjective product knowledge and objective product knowledge,constructs the first-order and second-order models of the impact of con,sumer product knowledge on brand loyalty,puts forward a series of research hypotheses,and adds infomiation search efforts and customers to the model.Perceived value is a mediating variable to explore the impact of product knowledge on brand loyalty.Four latent variables,product knowledge,information search tendency,customer perceived value and brand loyalty,were collected by questionnaire items.The reliability,validity and structural equation model were analyzed by SPSS 21.0 and Anmos 21.0,The empirical results show that:(1)Consumer product knowledge and its sub-dimensions,subjective product knowledge and ob.jective product knowledge have a direct impact on brand loyalty,but the effect of subjective product knowledge is greater than that of objective product knowledge.(2)Consumer product knowledge and its sub-dimensions,subjective product knowledge and objective product knowledge have indirect effects on brand loyalty through perceived value.(3)Consumer product knowledge and its sub-dimensions,subjective product knowledge and objective product knowledge will affect perceived value through information search efforts,and then indirectly affect brand loyalty.(4)Information search efforts have no significant impact on brand loyalty,so consumer product knowledge and its sub-dimensions can not affect brand loyalty through information search efforts.Faced with a wide range of homogeneous products of different brands in the market,consumer product knowledge is the basis for decision-making.Therefore,enterprises should expand the channels of product knowledge publicity,strengthen consumer product knowledge management,and then enhance customer perceived value and brand loyalty.From the perspective of consumers,this paper studies the influence mechanism of product knowledge on brand loyalty,which not only enriches the related research of product knowledge and brand loyalty,but also provides a new perspective and way for enterprises to build brand.