The Empirical Analysis Of The Impact Of Brand Evangelism On Consumer Purchase Intention In Online Shopping Situation

The Chinese online shopping market goes the tendency of developing fastly and growing steadily.Online shopping has become the popular way we shop.With the mature development of online shopping market,brand management in order to develope permenantly needs to find out effect factors of consumer online purchase,so that brand management could adopt suitable strategy.It shows that the research on effect factors of consumer online purchase is very important.With the analysis of online shopping trendence,the research on effect factors of consumer online purchase could proceed in the perspective of consumer behavior.The research aims at proving that brand evangelism takes effect on consumer purchase intention.Above all,the study adopts inductive analysis method about related research achievement of purchase intention theory,the effect factors of online purchase intention,brand evangelism theory,the dimensions of brand evangelism effecting on consumer online purchase intention,trust and perceived risk theory,the relationship between trust,perceived risk and consumer online purchase intention research results.Therefore,it builds up the model that the dimensions of brand evangelism that positive brand referrals and oppositional brand referrals takes effect on consumer purchase intention via metavariable the trust consumers to brand evangelists and perceived risk.Secondly,it tries to design measure questions of positive brand referrals,oppositional brand referrals,the trustconsumers to brand evangelists perceived risk,purchase intention,trust propensity by searching relevant literature,and based on the result,it comes to questionnaire.Finally,through collecting questionnaire,it gets data sample.It makes empirical analysis with SPSS20.0 and AMOS21.0.Discussing the results,it gets the conclusion.Brand evangelists on the one hand themselves’ purchase intention are strong,on the other hand,the two dimensions positive brand referrals and oppositional brand referrals make positive influence on consumer purchase intention.Positive brand referrals makes positive influence on consumers trust to specific brand,and the trust consumers to brand evangelists make positive influence on consumer purchase intention.Meanwhile,consumer is easier to generate trust to brand evangelists,if it makes positive brand referrals to whose trust propensity is highly.Oppositional brand referrals makes positive influence on perceived risk to competitive brands B,and perceived risk to competitive brands B makes positive influence on consumer purchase intention to evangelism brand A.The research confirms that brand evangelism makes positive influence on consumer purchase intention via the two dimensions of brand evangelism positive brand referrals and oppositional brand referrals,meanwhile,brand evangelists are able to create value for brand.On the basis,it provides practical advice to meachants for consideration.