The Influence Of Customer Identification On The Purchase Intention Of Private Brand Based On Face Consciousness

In recent years, retailer private brands are rapidly developing in our country. The retail enterprises have started to develop private brand, and private brand market share is increasing. The retail enterprise to private brand marketing is more and more attention. Research on customer-enterprise identification is not comprehensive, and the relationship of customer identification and customer purchase intention to private brand lacks of in-depth study research, especially research combined with the study of Chinese traditional cultural elements——face consciousness is very little. Therefore, it has great practical and theoretical significance to explore the influence mechanism of customer identification on the purchase intention of consumers'own brand in face consciousness.This study first reviews the relevant literature from home and abroad. Then we do in-depth discuss with consumer bought private brand products.Based on previous findings, a model is constructed, studying the impact of face consciousness and customer identification to consumer brand purchase intention model. By analyzing relevant literature, we develop measurement scales of every variable combined with the development of private brand in our country. Then the reliability and validity were tested, the results show that measurement scales are applicable to consumer in China. After that, through an online survey and the random intercept investigation, a total of 315 questionnaires were issued, and 274 valid questionnaires recovered. Finally, reliability and validity/descriptive statistical analysis/Structural equation modeling and regression analysis for data were analyzed to test hypothesis of the model.The empirical results are as follow. First, customer identification and its four dimensions including emotional identification, identity identification, recognition identification and evaluation identification have significant direct impact on consumers' private brand purchase intention. Second, face consciousness has a significant negative impact on the purchase intention of consumers'private brand. Third, the relationship between customer identification and private brand purchase intention is moderated by face consciousness. Specifically, the stronger consumers' face consciousness, the weaker the positive impact of customer identification on the purchase intention of private brand. Finally, according to the results of the research, corresponding management recommendations are put forward for retail enterprises.