The Study Of The Guiding Of Internet Financial Industry Brand Communication On Consumer Choice Behavior

Brand communication is crucial to the development of Internet financial enterprises,and is the most critical part of consumers’ choice behavior.However,it is still in the initial stage for China’s Internet financial enterprises to guide consumer choice behavior by using brand communication.Therefore,it is urgent to explore and master effective guidance measures for brand communication.What are the factors that affect the choice of Internet financial consumers? What influence mechanism is the Internet financial consumer choice behavior based on brand communication? How to evaluate the guiding effect of brand communication on consumer choice behavior? What are the mechanisms between factors that influence the effectiveness of brand communication to consumer choice behavior? How to conduct effective brand communication to guide Internet financial consumers’ choice behavior? These problems have aroused extensive attention from the government,the industry and academia,and are becoming the topic of the paper and starting point and goal of the study.This paper refers to media industry economics,consumer economics and brand economics and other discipline theories.After the analysis of basic theory and realistic basis of brand communication and consumer choice behavior,this paper focuses on the consumer choice of Internet financial analyzes the theoretical and empirical level respectively according to the brand communication.Embodied in the following aspects:First of all,this paper has combed domestic and foreign related literature about the Internet financial industry brand,consumer choice behavior and the brand communication systematically.Based on the analysis of theory basis and realistic background of brand communication and Internet financial consumer choice,this paper points out four major problems faced by the current Chinese Internet financial enterprises in guiding consumers’ choice behavior in the brand communication on understanding,planning,goal and means.Secondly,it analyzes the impact factors of Internet financial consumer brand choice behavior and points out the Internet financial consumer choice behavior is influenced by internal and external factors.The internal factors contain consumers’ physiological and psychological attributes and the external factors contain the Internet financial brand product attributes,brand communication attributes and environmental attributes.Among them,consumer’s physiological,psychological and environmental attributes are uncontrollable for Internet financial enterprises,and are also difficult observed factors.Product attributes,brand communication attributes are the external factors of Internet financial enterprises that can be observed.This paper analyzes the guiding characteristics and supply and demand of consumers’ choice behavior in brand communication.It points out that the traditional consumer choice behavior theory lacks the practical deficiency that takes into account the influence of brand communication factors on consumer choice behavior.It also explains the theory of consumer choice behavior based on brand communication and analyzes the transmission mechanism of brand communication to guide consumers to choose behavior.Thirdly,based on the theoretical analysis,from the Internet financial enterprises controllable and observable angle,we take the brand product attributes and brand attributes as explanatory variables,take whether consumers choose the Internet financial brand next time as explanatory variables,and build a binary Logit model on influence factors of internet financial industry consumer choice behavior.By getting data through the online questionnaire,taking empirical test on binary Logit model by exploratory regression.The conclusion is drawn: the impact of the Internet financial industry brand 6 kinds of product attributes on consumer purchase intention is positive,which indicates that the better evaluation of the brand product attributes are,the stronger the purchase intention is;The higher level of brand value,emotional effects,attitude effect,behavior effect,online or traditional media advertising are,the stronger purchase intention is.The result shows that the increase of consumer intention for Internet financial brand product and brand communication & brand attributes are positively related,product attributes has stronger effect than communication attributes on consumer brand choice behavior.Brand communication attributing on consumer choice behavior is also very important.In short term,for the Internet financial industry enterprises,product attributes are difficult to change while the improvement of brand communication attributes is more rapid and important.Therefore,the Internet financial enterprises managers should start with enhancing the brand communication attributes of the Internet financial industry.Enhancing the guiding effect of brand communication efforts will effectively enhance the consumer choice of the brand products and contribute to improve the brand market share.Then,we use the fuzzy comprehensive evaluation method to construct the effect evaluation model of the Internet financial industry brand communication to guide the consumers’ choosing behavior.with the application of the AHP-entropy evaluation to determine the index weight of model;on this basis,a contrast test of guiding effect of two selected brand-Alipay and LEGO box was carried out,showing that: Alipay’s guiding effect of brand communication is obvious better than LEGO box’s.This paper uses exploratory factor analysis to extract five common factors from 16 factors which affect guiding effect of brand communication,including organizational relationship maintenance factor,consumer distinguish factor,enterprise attitude and ability factor,guiding content and corporate image,guiding channel factors.these are the main influence factors influence brand communication guiding effect;to further explore the mechanism of the main influence factors,theoretical model of action mechanism of Internet financial brand communication guiding effect was built.We adopt structural equation model to test the research hypothesis,the standardized path coefficient was worked out and structural equation model diagram the Internet financial brand communication guiding effect was drawn.The interactive relation between influencing factors of Internet Financial Brand Communication has been found between influence factors of guiding effect of Internet financial industry brand communication.Finally,according to the aforementioned theoretical and empirical analysis and combining the influence factors of the public factor,this paper proposes the outline of strategies and suggestions from the internal control system reconstruction,the integration of traditional financial enterprises and media cooperation these five angles to clarify the policy revelation: improving the guiding effect of brand communication by being supported by organization relationship maintenance,strengthening the function of guiding effect of communication that consumer distinguished,enhancing the effect of enterprise communication attitude and ability,improving the guiding content and the corporate image,and improving guiding ways and channels and so on.