Research on the Influence of Time-honored Cross-border Product Market Matching Degree on Purchase Intention

Abstract

With the development of society, the old brand face more consumer diversification demand and fierce market competition leads to the trend of product homogeneity, in order to ensure their products or service advantage, bring new added value, then began the "crossover" mode, use this way to bring consumers three-dimensional experience and demand, to enhance consumer brand awareness. This paper mainly uses the way of combining theory with empirical evidence to conduct analysis and research. The sorting and induction of cross-border products, market matching degree, brand recognition and purchase intention of old brands are made, the model research structure is determined, and the relationship between the cross-border market matching degree of time-honored brands and the purchase intention of the cross-border product is constructed. The intermediary variable introduces brand cognition and proposes assumptions. Then, a reasonable scale was developed based on other literature and the characteristics of the research object, and a questionnaire survey was used for data collection. Finally, the study used SPSS22.0, AMOS and other software to verify the proposed hypotheses, draw conclusions, and make relevant suggestions.