Research on the Influence Mechanism of Brand Identity on Sichuan Liquor Purchase Intention

Xiaoxuan Qian; Liang Mao

doi:10.54097/399k7e43

Authors

Xiaoxuan Qian
Liang Mao

DOI:

https://doi.org/10.54097/399k7e43

Keywords:

Sichuan wine, Brand identity, Perceived value, Purchase intention

Abstract

Sichuan liquor was selected as the research object. Based on the theory of consumer perceived value and SOR theory, a SOR theoretical model was constructed with brand identity as the independent variable, perceived value as the mediating variable, and purchase intention as the dependent variable. Through questionnaire survey and empirical research, the results show that brand identity has a positive impact on the purchase intention of Sichuan liquor consumers, brand identity has a positive impact on functional value, social value and emotional value, functional value, social value and emotional value have a positive impact on the purchase intention of Sichuan liquor consumers, and the three play an intermediary role between brand identity and purchase intention.

Downloads

Download data is not yet available.

References

[1] Zhang Min, Wu Shu, Peng Yuhong, et al. Development and test of cluster regional brand lock-in effect scale-taking Chinese liquor Golden Triangle (Sichuan liquor) as an example [J]. Nankai Management Review, 2019, 22 (3) : 112-121.

[2] Application of hesitant fuzzy language PROMETHEE method in Sichuan liquor brand evaluation [J/OL]. Control and decision-making, 2019, 34 (12): 2727-2736.

[3] Bu Pengcui, Feng Yonghui.Interaction among brand identity, brand experience and customer loyalty [J]. Research on business economy, 2021 (1): 82-85.

[4] AJZEN I, DRIVER B L. Application of the Theory of Planned Behavior to Leisure Choice[J/OL]. Journal of Leisure Research, 1992, 24(3): 207-224.

[5] Zhu Zhenzhong, Liu Fu, CHEN H (Allan). Ability or enthusiasm ? The impact of advertising appeals on consumer brand identity and purchase intention [J]. Journal of Psychology, 2020, 52 (3): 357-370.

[6] Li Xianguo, Chen Ningjie, Zhang Xinsheng. The influence mechanism of perceived value of virtual brand community on purchase intention of new products-based on the dual intermediary perspective of group identity and brand identity [J/OL]. China Circulation Economy, 2017, 31 (2): 93-100.

[7] Tong Jun, Li Jinchan, Wang Kai.Analysis and application of consumer perceived value of high-end liquor [J]. China Brewing, 2023, 42 (10): 250-255.

[8] Dong Xiaoni.Mechanism of customer consumption identity affecting brand purchase intention: considering the mediating role of brand attitude [J]. Business Economics Research, 2023 (22): 76-79.

[9] Chen Ruihua.Research on the influence of digital anchor interaction on consumers' purchase intention based on situational experiment [J]. Research on business economy, 2024 (4): 79-82.

[10] Li Yinghao, Zhang Zhuo.Effects of Consumer Identity on Brand Purchase Intention [J/OL]. Business Research, 2013 (11): 74-79.

[11] Li Beibei.Web Celebrity Live Cargo, Brand Identity and Consumer Purchasing Behavior [J]. Commercial Economics Research, 2022 (14): 83-85.

[12] Wang Tingting, Liu Huijin.Virtual brand community interaction and repurchase behavior from the perspective of value co-creation-the moderating role of brand identity [J]. Business Economics Research, 2020 (23): 80-83.

[13] Xiaoxian.Effects of consumer value perception on online agricultural product purchase intention [J]. Business Economics Research, 2022 (23): 63-66.

[14] LEE S (Ally), JEONG M. Enhancing online brand experiences: An application of congruity theory [J/OL]. International Journal of Hospitality Management, 2014, 40: 49-58.

[15] Luo Wei.Research on the influence of brand cultural attributes and consumer perceived value on purchase intention [D/OL]. Jinan University, 2022 [2024-03-26].

[16] Wang Jianjun, Wang Lingyu, Wang Mengmeng.WOM, Perceived Value and Consumer Purchase Intention: Mediation and Moderation Test [J/OL]. Journal of Management Engineering, 2019, 33 (4): 80-87.

[17] Huo Shenglu, Zhang Lin, Li Hai.Research on the interactive influence of perceived value and lottery purchase situation on sports lottery purchase intention [J/OL]. Journal of Guangzhou Sport University, 2022, 42 (5): 93-102.

[18] Zhu Yi, Zhu Ruiting, Guo Wei.Social media advertising: perceived value, consumer co-creation and purchase intention exploration - analysis strategy based on' SEM + machine learning' [J/OL]. Management modernization, 2023, 43 (4): 112-120.

[19] Zhou Xianhua, Wang Xiaohan, Li Wenhui.Study on the influence of perceived value on green residential purchase intention [J/OL]. Building economy, 2021,42 (8): 101-104.

[20] Zhang Hebing, Li Chunling, Wei Sheng. Effects of online customer perceived quality and perceived value on purchase intention-from the perspective of consumer heterogeneity [J/OL]. Enterprise Economics, 2020 (5): 113-121.