Research On The Influence Of Consumers’ Perception Factors Of IP Products On Purchase Intention

Under the background of the "Internet +" era,the consumption wave of consumers has been continuously upgraded,and consumption concepts and shopping methods have begun to change.Many brands are facing operational difficulties due to their lack of novel brand planning and brand communication,which prompts brands Businesses began to constantly look for better development paths.IP-based products have unique advantages in brand communication.However in reality,brand competition is fierce.Everyone wants to ride the IP-based ride.IP-based products may show uneven service quality,unsatisfactory product quality,and consumers unable to empathize with the product.In this case,it is not an easy task for brands to achieve sustainable development and increase consumers’ desire to buy.Therefore,this paper divides the perceived factors into two factors: perceived value and perceived risk.It is believed that brands should strengthen their awareness of the perceived value of IP-based products,reduce consumers’ perceived risks to products as much as possible,pay attention to improving consumers’ emotional resonance during shopping,and form a stable consumer group.This is the key to brand success.This paper focuses on the research on the influence of consumer perception factors on the purchase intention of IP-based products,hoping to propose corresponding strategies for brands and merchants.This paper takes consumers who have purchased and learned about IP-based products as the research object,and empirically studies the impact of IP-based product consumer perception factors on purchase intention.First of all,this paper is mainly based on the "cognition-emotion-behavior" dimension in the perceived value theory,perceived risk theory,emotional information theory and ABC attitude model,combined with the characteristics of IP-based products to establish a research model to discuss the utility among perceived value,perceived risk,emotional identity,fan enthusiasm,brand attachment,product involvement and purchase intention.Secondly,emotional identity,fan enthusiasm and brand attachment were regarded as mediating variables respectively,and the utility of these three variables among perceived value,perceived risk and purchase intention were investigated.Thirdly,product involvement is regarded as a moderator variable,and the relationship between product involvement and purchase intention is studied.Finally,the questionnaire was distributed on the network platform,the real and effective data were recovered,and the data was processed by SPSS22.0 and AMOS21.0 to obtain the research results and verify the research hypothesis.The research results of this paper show that the perceived value proposed in the research hypothesis has a significant positive impact on emotional identity,fan enthusiasm,brand attachment,and purchase intention.Perceived risk has a significant negative impact on emotional identity,fan enthusiasm,brand attachment and purchase intention.Emotional identification,fan enthusiasm,and brand attachment all have a significant positive impact on purchase intention,and play a mediating role between perceived value and purchase intention,and perceived risk and purchase intention.Product involvement has a positive moderating effect between emotional identity and purchase intention,brand attachment and purchase intention,has not a negative moderating effect between fan enthusiasm and purchase intention.Finally,based on the analysis of the research data,this paper discussed the relevant research conclusions,put forward management implications,made suggestions to the brand and sales staff.The limitations of the research and the parts that can be deepened and improved in the research process are proposed,and the future prospects and research directions are also discussed.