Research On Relationships Among Brand Identity, Brand Image And Brand Preference Of B2C E-commerce

Research on brand preference of the scholars in our country are mainly concentrated in the real estate industry, such as cigarettes, digital products, animation products, household cars, the e-commerce’s brand preference is not included. Research on the B2 C e-commerce brand, mainly focused on how to develop the brand, the price war, logistics, service brand building, it is still lack of empirical research. At present, B2 C e-commerce market is still in the transition from price competition to brand competition, it is an important stage to cultivate consumer’s brand preference. Brand identity is a relatively new concept in the field of brand research. Through a combination of brand identity and brand image, this paper is aim to study the relationship between B2 C e-commerce brand identity, brand image and brand preference, expect to study from a new point of view: how to enhance the brand preference of B2 C e-commerce’s consumer.Through the review of study on B2 C e-commerce, brand identity, brand image and brand preference of predecessors, this paper puts forward four hypotheses, and constructs the relational model between them. This paper mainly adopts quantitative research(Quantitative Research) method, through the issuance of questionnaires to obtain data online, and the use of data analysis software SPSS 22 to process, analysis and hypothesis inspection data, the results obtained are as follows:1. This questionnaire has high Reliability and Construct validity.2. Get through to the correlation analysis, we found that linear correlation were between brand identity, brand image and brand preference. Also get through to the regression analysis, further verified between brand recognition and brand image, brand recognition and brand preference, brand image and brand preference of four groups of variables affect the path.3. Through to the Analysis of Variance, the age verification, qualification, experience of online shopping, frequency of B2 C website accessed and monthly income, to those three variables, brand identity, brand image and brand preference, is there a significant influence, the results show that was not at all.The study is the first to confirm to verify the relations between B2 C electrical product’s brand recognition, brand image and brand preference, has a certain realistic guiding significance.