The Influence Of Brand Experience On Purchase Intention—the Chain Mediating Roles Of Brand Satisfaction And Brand Trust

21st century is a period that economic is booming and with the explosion of information,experience economic quietly coming.The rapid developement of technology makes the high-tech products born like the mushroom after rainning.Meeting the needs of experience times,mobile phone makes a further and further difference,and all kinds of cellphone penetrating into the market.On the same time,corporations go along with trend both facing the opportunity to occupy the market,but also the challenges of the survival of the fittest.However,the homogenization of the product makes people turning the focus from the practical needs to the enjoyment of the experience.The markets are concentrated in a small number of brands,from this we can know that there is some kind of emotional dependence and trust between brands and consumer,besides,the brand has also been personalized,and establish their own image to public.2016 Interbrand latest released the world's most competitive brands,Apple for four consecutive years topped the list,Apple's customers for multiperspective of the user-friendly brand experience to firmly occupy the top spot in the market.Therefore,the research on brand has become one of the goals to the major enterprises,enterprises through exploring the brand experience to build customer loyalty to promote consumer trust with the brand to produce purchase intention,repeat purchase even buy the brand related products.In this paper,making the brand experience as an independent variable and dividing it into five dimensions;the purchase intention as the dependent variable.Brand trust which can indirectly affect the consumer's willingness to purchase,is an important link between the two variables,so the brand trust was selected as the The mediator.;Consumer satisfaction with the brand can affect the formation of consumer brand trust,has a indirect impact of the consumer's purchase intention;so this study choose brand satisfaction as an mediator to explore.In this study,the interactive mechanism of brand experience and purchase willingness was quantitatively studied by questionnaires.The results show that(1)brand satisfaction as the mediator between the brand experience and purchase intention(2)brand trust as the mediator between brand experience and purchase intention(3)brand satisfaction and brand trust play a chain mediate role between brand experience and purchase intention.