An Empirical Study Of The Impact Of Consumer Corporate Identification On Their Purchase Intension

With the insurance industry’s rapid development, and the increasingly fierce co-mpetition in the market today, more and more companies are striving to attain larger market share and longer-lasting consumer loyalty. However, the insurance industryhas been under a certain negative impact for sometime. As the financial services in-dustry, for insurance industry, and how to improve their corporates image, how to obt-ain the dominant position in market competition is particularly important.With the development of the market level, consumers concern about not only the price, or the particular brand and product, but the enterprise level, With the con-sumption level’s upgrade, and the improvement of consumers’culture quality, cons-umer pursuit of is no longer just a single service or use of the product, but isthe satisfaction of the consumer’s self-identity and social identity during the cons-umption process.This paper first determine the consumer corporate identity’s impact factors and the measurement scale according to the domestic and international research. Then use the factor analysis method to carry out the test of reliability and validity of the scale, next, using the regression analysis method to determine the consumer corpora-te identity’s impact factors, and the direction and strength of the impact of cons-umer corporate identity on the purchase intention. At last, we make recommend-ations for the insurance enterprise to improve their image, enhance consumer corpor-ate identity and consumer loyalty according the the conclusion of the study.The main conclusions of this article are the following:(1)Corporate similarity, satisfaction of consumers-corporate relationships, corporatewell-known corporate reputation,and corporate social responsibility have significant positive effects on consumer corporate identification, which means higher level of these variables will lead to the higher Consumer Company identification; howe-ver, the distinctiveness of the corporate identity and the corporate identity trustwort-hiness do not have significant effects on the consumer corporate identification(2) Consumer corporate identification has significant effects on the repeat purchase intentions and premium purchase intention, which means stronger consumer corporate identification will leads to higher consumer repeat purchase and premium purchase intension.(3) Among the influencing factors of consumer corporate identification, corporate identity similarity has the greatest effects on the consumer corporate identification, followed is the consumer-corporate relationship. The corporate social responsibility has the minimal effects on the consumer corporate identification.