The Study Of The Impact Of Shopping Site Brand Image On Consumer Brands Attitudes And Purchase Intention

With the development of Internet technology continues to mature, online shopping has become a daily part of life. In order to gain market share, Major shopping sites often attract the passengers at low prices, so the "price war" among the electricity supplier become fierce in recent years. Low price cost the lack of quality of goods and services, not only caused a poor consumers experience but also the shopping sites has been damaged brand image.Shopping sites need to return to the "fine" brand operation from the toughing "price war", making the online shopping market to return to the normal track, and winning more consumers.Scholars have made a lot of brand researches. Most of the brand building researches is for traditional industries. Under the Internet environment, the empirical research of a virtual store brand building still needs to be further explored and improved. Therefore, this study is the empirical research of the brand image of shopping sites influenced the consumer brand attitude and purchase intention. And put forward the research model of the impact of consumer brand attitudes and purchase intention by shopping site brand image.In this paper, the theoretical and empirical research method were using combining,. On the basis of large number of literature studies, discussed the relationship between variables, then a research model were established, and then we proposes twelve hypotheses. The software of SPSS19.0 and Amos17.0 were used to analysis the 266 valid collected questionnaires. Date analysis including the descriptive statistical analysis, reliability and validity analysis, correlation analysis and structural equation modeling analysis. The proposed hypothesis was tested and got the following conclusions: The brand image of shopping sites positive influence consumer brand attitudes and purchase intention, and the brand attitude played a partial mediating role in influencing shopping site brand image on consumer purchase intention of the process.Based on the above findings, this study also made a number of recommendations on the brand building of shopping sites, provided the meaningful marketing advice with a reference to the e-commerce enterprises. It also expands the empirical study of e-commerce companies brand building under the Internet environment, and provides some theoretical support to the future study of image building under the network environment. Finally describes the limitations of this study and the raises the prospect of follow-up study.