The Impact Of Brand Attitude On Purchasing Intention

Against the background of the rapid development of the cross-border e-commerce retail market,many crossborder e-commerce platforms have been established,and industry competition has intensified.In order to occupy a larger market share,every platform needs to create various advantages to enhance consumers' purchase intention.Most of the existing researches on consumer purchase intention are based on the traditional shopping model,and there are few related researches on cross-border e-commerce import platforms.Therefore,this article will study the influence of consumer brand attitudes on purchase intention on cross-border e-commerce import platforms and the intermediary effect of customer participation and customer perceived value,so as to effectively help the platform to correctly understand user' needs and adjust its services in time to enhance customer stickiness and customer loyalty,as well as enhance users' willingness to purchase to enable the platform to maintain or enhance its market position in the fierce competition.This paper first reviews the domestic and foreign relevant research on consumer brand attitude,customer participation,customer perceived value and purchase intention.Based on this,the research hypothesis of this paper is proposed.Next,the concept model of customer purchase intention on the cross-border ecommerce import platform with consumer brand attitude as the independent variable,customer participation and customer perceived value as the intermediary variable,and the purchase intention as the dependent variable is constructed.The measurement scales of each research variable in this paper are designed based both on the measurement scales proposed by scholars at home and abroad and the characteristics of the cross-border e-commerce import platform,and the questionnaire survey is used to investigate the users of the platform,and the effective survey data recovered is empirically analyzed by SPSS and AMOS analysis statistical software to scientifically verified the relevant hypotheses proposed in this paper.The main conclusions obtained through empirical analysis are as follows:(1)For users on cross-border ecommerce import platforms,consumer brand attitude,customer participation,and customer perceived value,these three factors all have a significant positive impact on the customer's purchase intention;(2)Among the three factors,the customer's perceived value of the users on the cross-border e-commerce import platforms has the strongest predictive power for their purchase intention,followed by customer participation,and consumer brand attitude is the weakest;(3)Although the customer brand attitude on the cross-border ecommerce import platforms has no direct effect on customers' purchase intention,it will have an indirect impact on customers' purchase intention through the two paths of "consumer brand attitude-customer participation-customer perceived value-purchase intention" or "consumer brand attitude-customer perceived value-purchase intention",which means customer participation and customer perceived value play an intermediary role in the relationship between the customer brand attitude and purchase intention on the cross-border e-commerce import platform.Therefore,this article proposes that the customers' purchase intention on the cross-border e-commerce import platform can be increased by improving consumer brand attitude,increasing customer participation,and enhancing customer perceived value,thereby enhancing the platform's market share and its market competitiveness,which is beneficial to the future development of the entire cross-border e-commerce retail market.