The Empirical Study On The Effect Of Corporate Reputation On Consumer’s Purchase Intention

Along with the changes of China’s rapid economic development, the increasing living standards of residents, and improvement of consumption habits and food structure, the demand for dairy products consumption has been increasing. However, the2008outbreak of the "melamine incident" makes the entire dairy industry got into the public entrust crisis, behind it reflecting the China dairy companies quick success, the transition of disorderly competition, the concept of speculation, the production of fake and inferior products, moral behavior and not to assume their social responsibility. The dairy industry as the most special industry, food industry, government and enterprises are beginning to focus on the industry and enterprise reputation. In today’s product supply exceeds demand, the relationship between the consumer and enterprise is more and more flat, enterprises in order to get the recognition of consumers must take into account in its mind reputation. Good reputation of enterprises even in the face of crisis, consumers will choose to stand on its side to help them tide over the difficulties. With more and more important role of corporate reputation and the attention of domestic and foreign scholars, it can be said that the future market will focus on corporate reputation to compete.In many factors which influencing consumers purchase intention, the corporate reputation is one of the important factors. Therefore, how to connect through the corporate reputation and consumers is the problem of dairy enterprises which needs to be solved. After reviewing previous literature finds that:(1) there is little relationship between scholars from the industry background or the macroscopic angle to study the relation between corporate reputation and consumer purchase intention;(2) in the study of the influence of corporate reputation on consumer purchase intention, the scholars did not clarify the specific role of trust in the.Based on the above assumptions, this paper uses the method of theoretical analysis and empirical research, and clarifies the concept related to corporate reputation, research summary of domestic and international brand loyalty and brand trust, summed up the relationship between variables. On this basis, using TRA to build model of dairy corporate reputation influencing on consumer purchase intention, brand loyalty and brand trust as an intermediary variable, and puts forward the corresponding research hypothesis, combined with the dairy industry to carry out empirical analysis, using SPSS19.0statistical analysis software, using reliability and validity analysis, variance analysis, correlation analysis and hierarchical regression analysis methods to analyze the collected212data, to test the influence consumer perceptions of corporate reputation on purchase intention, and verified the mediating role of brand loyalty and brand trust and moderating effect of Industry-trust. Some conclusions will be found and some corresponding suggestions will be put forward from three aspects of dairy industry, dairy enterprises and consumers.These article research conclusions are as follows:Conclusion1:Higher consumer perceptions of dairy corporate reputation,more inclined to buy. Among them, the consumer to business sentiment has a significant positive effect on purchase intention; cognitive evaluation of the consumer to business on their purchase intention has no significant positive effect. Show that consumers in the purchase of the dairy products enterprise products and services, often in accordance with their own preferences, but also easily influenced by the market or the surrounding environment, and the characteristics of the enterprise itself to affect consumer smaller. Therefore, the dairy enterprises should strengthen contacts and communication with consumers.Conclusion2:The higher the degree of consumer perception of the dairy products enterprise reputation, the higher trust level of the dairy products brand and dairy industry. Specific performance has a significant positive effect on the brand trust and the trust industry in the consumer tendency to the dairy products enterprise reputation, and cognitive evaluation of consumers of dairy products enterprise reputation has a significant positive effect on the brand trust and the trust industry, this is due to the development of consumer focus on activities of daily consumption of dairy products enterprise itself. Less, mainly from their own emotional experience point of view, this will affect the degree of enterprise brand and industry. Therefore, strengthening the construction and management of the dairy products enterprise reputation has a promoting effect on improving dairy products brand and industry. Conclusion3:The consumer trust has a significant positive influence on buying dairy products intention, if consumer brand trust degree is more high, the more possibility of the purchase of the brand. Specifically, brand, brand reliability of intentionality and the trust industry will have a significant impact on consumer purchase intention, the degree of influence is respectively0.408,0.185,0.149, visible to consumers of dairy products brand trust degree is greater than the degree of trust in the dairy industry, This is because in our country’s low trust context of dairy industry, consumers in the purchase of dairy products of concern is still the most basic needs, that is, the quality of dairy products security problems, therefore, the dairy enterprises should pay attention to the consumer awareness of their own brand, so as to enhance consumer brand trust and switching cost.Conclusion4:Brand trust and the industry-trust produce a partial mediating effect on the relationship of and emotional tendency in dairy corporate reputation and consumer purchase dairy intention. This shows:that the consumer to dairy corporate reputation of the emotional tendencies will influence through brand trust and the trust industry on their purchase intention, but only part of the impact, This is because at present in our country dairy safety incidents background, the dairy industry has been plunged into the public do not trust crisis, when consumers fac to the dairy industry trust as the macro level, for the dairy enterprise reputation consumers will through themselves perception of the emotional experience, namely the emotional tendencies, rather than take the understanding, judgment and evaluation of rational, namely cognitive evaluation. Therefore,, on the one hand, the dairy enterprises should take the initiative to assume their social responsibility, publicity and education departments on the other hand; the government should strengthen the dairy product features.