Research On The Influence Mechanism Of Brand Image On Consumer Repeated Purchase Intention

Brand image drives brand equity.In the context of economic globalization,improving brand image can not only enhance corporate competitiveness but also affect consumer brand relationships.This article selects brand image as independent variable,perceived risk as intermediate variable,personal brand connection as moderating variable,and consumer repeated purchase intention as dependent variable,and explores the influence mechanism of brand image on consumer repeated purchase intention.This article collects and organizes data through a questionnaire survey.The questionnaire design includes a total of brand image(A1-A21),perceived risk(B1-B11),personal brand connection(C1-C6),and consumer repeated purchase intention(D1-D2).For 40 items,500 questionnaires were issued to respondents with different ages,genders,education levels and professional backgrounds,and 402 valid questionnaires were eliminated and screened.Secondly,this paper uses SPSS 24.0 software to perform descriptive statistical analysis of survey data,reliability and validity analysis of each variable measurement scale,mediate analysis of dimensions of perceived risk,and implementation of regulatory effects on personal brand connection The analysis further clarifies the interaction between the dimensions of the brand image and the dimensions of perceived risk as a whole.The study found that: through research,we found that product image,corporate image,personalized image and symbol image have a significant impact on consumer repeated purchase intention.Perceived social risks have significant intermediary effects between product image,corporate image,personalized image and symbol image and consumers' repeated purchase intentions;perceived time cost risk overlaps with product image,corporate image,personalized image,and symbol image and consumers There are significant intermediary effects between purchase intentions;perceived functional risks have significant intermediary effects between product image,corporate image,personalized image and symbolic image and consumers' repeated purchase intention;perceived financial risks are between product image,corporate image,personalization There are significant mediating effects between image and symbolic image and consumer repeated purchase intention.Personal brand connection has a moderating effect on the relationship between product image,corporate image,personalized image and symbolic image and perceived social risk,and the moderating effect of high personal brand connection is stronger than low personal brand connection;personal brand connection has an impact on product image and corporate image The relationship between personal image,symbol image and perceived time component risk is based on regulatory effects,and the regulatory effect is significant;the relationship between personal brand connection between corporate image,personalized image,and perceived functional risk has a regulatory effect,and the effect is significant;Personal brand connection has a moderating effect on the relationship between corporate image,personalized image and perceived financial risk.