Study On The Influence Mechanism Of Marketing Strategy Of Beverage Enterprises On Consumers’ Purchase Intention From The Perspective Of Embodied Psychological Simulation

Under the trend of consumption upgrading in the new era and people’s vision of a better life,how beverage companies can adjust consumer psychology and implement more effective market strategies to influence consumers,so as to promote consumers’ purchase intentions and behaviors is the key that current beverage companies should explore in depth.This thesis takes consumers who consume bottled beverages as the survey object,attempts to explore the mechanism of psychological activity between beverage marketing strategy and consumers’ purchase intention,examines the mediating effect of psychological simulation and attitude between marketing strategy and purchase intention,and compares the adjustment differences between individual characteristics and beverage preference categories.Through the conclusions,some practical suggestions are provided for improving the psychological effect of marketing strategies and promoting consumers’ willingness to buy.Firstly,this thesis sorts out the theoretical development context and research status of marketing strategy,psychological simulation,and purchase intention,investigates the internal logic and relationship between the three with the help of SOR theory,and builds a research framework from the perspective of embodied cognitive theory and attitude-behavior theory,based on marketing strategy(product and brand culture,price stratification selection,channel diversification selection,promotion method combination),psychological simulation(process psychological simulation,result psychological simulation),consumer attitude.and 8 variables such as consumer purchase intention to put forward relevant hypotheses;Secondly,on the basis of the maturity scale,adjustments were made to adapt to the research in this paper,and questionnaire pre-testing and questionnaire correction were carried out.Finally,SPSS24.0,AMOS24.0,and Smart PLS software are used to analyze data and test the hypotheses.The following conclusions are obtained:(1)In the beverage marketing strategy,the combination of product and brand culture,channel diversification selection,and promotion methods have a significant positive impact on the psychological simulation of consumers’ inner process and the psychological simulation of results,while the price strategy is not significant.(2)The influence of both types of psychological simulation on purchase intention was significant,and the significance of process psychological simulation was stronger than that of result psychological simulation;The impact of consumer attitude on purchase intention is significant,and the significance of consumer attitude is stronger than that of the two types of psychological simulation.(3)Psychological simulation has a partially supported mediating effect between beverage marketing strategy and consumers’ purchase intention,and consumer attitude has a partial mediating effect between process psychological simulation,result psychological simulation and purchase intention.(4)the moderating effect between beverage marketing strategy and psychological simulation,gender,age,monthly expenditure,and beverage category are all partially supported;In the moderating role between psychological simulation and consumers’ purchase intentions,the beverage category is partially supported.In summary,this thesis puts forward management suggestions from three aspects:improving the marketing strategy of beverage enterprises,strengthening consumer psychological simulation and attitude,and improving differentiated marketing service content,which is helpful for enterprises to improve the marketing quality and market space of beverage enterprises through the improvement of marketing management measures.