Research On The Influence Of Brand Identity And Advertisement Information On Advertising Attitude, Brand Attitude And Purchase Intention In Mobile Internet

Today is in the buyer’s market, the time of "wine is not afraid of deep alley" has gone.the market is full of high brands and filled with wide variety of goods. If Enterprise wants to stand out from them, the key is to increase brand awareness, to win customers trust and support. And enterprises want to improve its brand awareness, inevitable need for advertising, advertising information source selection. However, with the advent of the era of mobile Internet, the rise of social media, due to its have instant messaging, content sharing, personal information display, and other functions, make consumers in terms of information transfer and content sharing more and more convenient and quick. Consumers not only is the receiver of information, but can be used as the publisher of information, will buy a product or service experience and posted on the Internet as another kind of "advertising", passed to other consumers, and provide the basis for its purchase behavior. this way has become another important source of advertising information. Therefore, enterprises should choose carefully advertising information source, advertising attitude on the appropriate source will enhance brand awareness, brand attitude and purchase intention, the effects of inappropriate may even weaken the effect of advertising information sources.This paper system and summarizes the domestic and foreign scholars on brand awareness and advertising information sources of research,then builds a theory frame. Advertising information sources can be divided into the advertisement information, from the third party endosement from brand advertising information and information from consumer advertising. In this paper is focused on brand attitude toward advertising, brand attitude and purchase intention, and further discusses the advertising information sources in the adjustment. The mobile Internet era is selected as the research background and watch isselected as the study of irritants and WeChat friends circle is choosed as advertising carrier. This study uses experimental method between the 3 x 2 groups, the total design six sets of questionnaire. With the aid of SPSS21.0 statistical analysis software, to test reliability and validity of the collected questionnaire, and using factor analysis, independent sample t-test and regression analysis to verify this hypothesis.The results show that:1. The brand awareness of attitude to consumer advertising, brand attitude and purchase intention has significant influence, in particular, high brand awareness, consumer advertising attitude, brand attitude and purchase intention significantly better than that of brand awareness is low.2. The source of advertising information has a regulatory role in it. When advertising information from consumers, and the third party, the influence of brand advertising to consumer attitude is no difference.that is to say, will not affect brand awareness of consumer attitude toward advertising, but the brand attitude and purchase intention does not exist.3.advertising attitude affect consumer purchase intention through two paths, the first is by influencing the brand attitude will affect consumer purchase intention; The second is directly affect the purchase intention.In short, the study of brand awareness and advertising information sources, expand the research on brand equity and consumer behavior, is advertising for the enterprise, to provide theoretical basis to improve brand awareness.