The Impact Of Perceived Brand Globalness On Consumer’s FMCG Food Purchase Quantity Decisions

With the improvement of residents’ income level,consumers’ consumption of FMCG food has surged in recent years.The brand trying to expands the market through various ways to seek a larger market share.Recently,a large number of local FMCG food brands began to build global brand image as the highlight in order to obtain higher benefits from consumers.However,excepting purchase possibility,the analysis on other specific impact and influence mechanism of the global image of FMCG on consumers’ decisions have not received sufficient attention.Therefore,this paper conducts an empirical study on how the perceived brand globalness of FMCG affects consumers’ purchase quantity decisions,so as to further enrich the existing research on the perceived brand globalness and provide some theoretical and practical guidance for enterprises to obtain benefits from the global image of brands.Focused on FMCG food brands,this paper reveal the relationships among perceived brand globalness,brand legitimacy and consumer’s purchase quantity decisions.The study also explored the boundary conditions from the perspective of consumer’s focus during comparison process.We collect data through a pre-test and two formal experiments.Then,we use analysis software SPSS 20 to develop the descriptive statistical analysis,independent-sample test,variance analysis else with other methods of data analysis to conduct an empirical test.The results showed that compared with the domestic brands with low globalness perception,consumers bought more products of the domestic brands with high globalness perception.Consumers’ perception of the practical legitimacy in global market of domestic brands partly mediates the globalness perception of brand on the purchase quantity,while the mediating effect of moral legitimacy perception and cognitive legitimacy perception is not significant.At the same time,the consumer comparison focus has moderating effects during the impact of the globalness perception of domestic FMCG food brands on consumer purchases quantity decision.This study enrich outcome variable and mediation mechanism of the perceived brand globalness of domestic brands on consumers’ purchase decisions.In addition,we complement the boundary condition during the influences of perceived brand globalness on consumers’ purchase quantity decisions,provides theoretical guidance for enterprises to successfully obtain actual benefits from the global image of domestic brands and avoid the waste of marketing expenses.