Brand Knowledge On Consumer Purchase Intention

As the intensify of market competition, and the mental change and the increasing strength of brand awareness of customer , the brand is more and more important. At the same time, the consuming environment and mode of customer has changed greatly, the net work is a new emerging and un-ignoring channel which providing description and commentary information and brand knowledge, all of which play a primary role and influence the custom's final brand selection. Although the custom becomes more and more active while consuming, but to different kinds of product, the network involvement takes on obviously diversity.Based on summering the former scholars'brand knowledge, product involvement and the theory of customer's purchase intent, this paper introduces and analyses the conception of network involvement, and present the study content, this is, on the condition of different net work involvement, the brand knowledge the customer kept has different inference on purchase intent.This paper handles the data, and tested the assumes, obtain some significant conclusion, including, the brand knowledge has significant impact on the purchase intention, the customer's network involvement has coordinating functions over brand knowledge and purchase intention, brand image and purchase intention, brand recognition and purchased intention, the higher of net work involvement, the greater the brand knowledge the customer kept influences on the purchase intent, and vice versa. High net work involvement will influence the brand image and brand recognition on the customer purchase intent.Base on the conclusion above, This paper provider some marketing advice for the enterprise take the network as market platform, hoping can be referenced the enterprise, especially the brand marketing for reference.