Research On The Influence Of New Service Brands Authenticity On Consumers' Purchase Intention

With the rapid development of Internet technology and the continuous emergence of the new service industry,fierce competition promotes the constant change of service-industry brands.The "distortion" of brand plays a vital role in the process of the decline of service industry brand trust and brand death.At present,the false propaganda and unethical behaviors of some service industry brands have caused consumers to question the authenticity of products and brands,leading to the decline of brand trust.To overcome this,consumers are increasingly turning to genuine,reliable,trustworthy and authentic brands.Just as cost trumps availability and quality trumps cost,authenticity has trumped quality to become the universal standard for consumers to buy products.Previous studies mainly explored the authenticity of brands with historical heritage.Time and heritage do constitute an essential dimension of brand authenticity.But some practical cases and relevant studies show that young and new brands have also established an image of authenticity in the minds of consumers.Although the successful cases of these brands challenge the previous scholars' theoretical research on brand authenticity,there are few academic studies on the authenticity of new(young)brands.What are the components of a new service brand authenticity?What is the impact of new service brands on consumers' buying intentions?None of these questions is known.To answer the above questions,this study takes the newly created service brand as the research object,explores the components of the authenticity of the newly created brand,and how the authenticity of the newly created brand affects consumers' purchase intention.Based on summarizing the theories of brand authenticity at home and abroad,this study used the qualitative method of network ethnography to summarize the authenticity elements of new service brands into quality commitment,originality,morality,transparency,and symbolism.And on this basis,this paper further used questionnaire survey to explore the new service brand authenticity influence on consumer purchase intention,and build a theoretical model,the new service brand authenticity of five factors as independent variables,purchase intention as dependent variable,brand trust as a mediator variable,consumer involvement as a moderator variable.A total of 551 valid samples were collected in this study,and the hypothesis of this study was tested by SPSS 25.0.In this paper,the research results show that the new service brand authenticity of the five elements of quality commitment,originality,morality,transparency,and symbolic can significantly positive influence on consumer purchase intention,brand trust in new service brand authenticity elements impact on consumer purchase intention plays an intermediary role,degree of consumer involvement in the new service brand authenticity elements and brand trust relationship plays a regulatory role.By proving that brand heritage is not essential to consumers' perception of authenticity,this study deepens the understanding of brand authenticity in theory and improves the theory of brand authenticity.At the same time,it enriches the understanding of the influence of the authenticity of new service brands on consumers' purchase intention.The conclusion of this study also provides practical suggestions for new service enterprises on how to promote consumers to make purchase decisions through brand authenticity.