Research On The Impact Of Ingredient Brand Communication On Consumer Purchase Intention

With the rapid development of Internet and information technology,more and more well-known enterprises begin to attach importance to the integration of various new media for brand communication.In this process,enterprises not only show their competitiveness to the market,but also continuously transmit relevant information about the brand to consumers,so as to influence consumer purchase intention for the brand.However,most companies ignore an important part of a product--the building ingredient.In recent years,the negative events caused by the problems of internal ingredients of products have been frequently exposed,which not only seriously affect consumers' mood and intention to buy products,but also may have a negative impact on the image and reputation of "injured" enterprises.Just imagine if enterprises could not only be keen on spreading products or brands,but also extract part of their "energy" in this process to export relevant information of product ingredients to mass consumers in a timely manner.Perhaps consumer will not be remorseful and fearful,therefore enterprises will be free to do more.It can be seen that the focus on the dissemination of product ingredients,whether for their own products or brands or the majority of consumers are beneficial.Therefore,this paper focuses on the theme of factor brand communication,and focuses on the influence of ingredient brand communication on consumer purchase intention of terminal products and its rationality.At the same time,on the basis of the clue theory,this study introduces terminal brand trust as a mediation variable and divides it into two dimensions: brand ability trust and brand goodwill trust,builds a theoretical research model,and analyzes its internal mechanism between ingredient brand communication and consumer purchase intention of terminal products.On the basis of referring to the mature measurement tools of domestic and foreign scholars,this study designed the questionnaire,and mainly distributed the questionnaire to the young consumer groups by using the questionnaire survey method.A total of 273 questionnaires were distributed and 215 questionnaires were recovered.In the process of recycling and sorting,through eliminating the questionnaires with unclear answers and short answer time,189 valid questionnaires were obtained,with an effective rate of 87.9%.In respect of data and analysis of the questionnaire,this study used the statistical software,such as SPSS22.0,Amos24.0 respectively to the primary effect in the theoretical model,the inspection,direct effect and the mediation effect mainly using methods including common method bias test analysis reliability analysis,validity analysis,correlation analysis,exploratory factor analysis and confirmatory factor analysis,regression analysis,etc.The results show that :(1)ingredient brand communication has a significant positive impact on consumer purchase intention of terminal products.(2)ingredient brand communication has a significant positive effect on terminal brand trust(ability trust and goodwill trust).(3)in the process of the effect of ingredient brand communication on consumer purchase intention of terminal products,there is no significant difference in the mediating effect of terminal brand ability trust and goodwill trust,but in the comparison of their effect values,goodwill trust of terminal brand plays a stronger mediating effect than ability trust to some extent.According to the research results,ingredient brand communication is crucial for ingredient suppliers and terminal manufacturers.Therefore,ingredient suppliers should not only focus on building ingredient brands and carrying out brand communication for consumer,but also try their best to export the concept of the necessity of ingredient brand communication and guide the behavior of sharing responsibility for the terminal manufacturers,so as to strive for common interests.Terminal manufacturers should cooperate with ingredient brands to help them spread their brands and form a "community of common destiny".Not only that,the terminal manufacturers also need to focus on improving the goodwill trust of the terminal brand,on the basis of meeting the needs of consumers and providing timely information feedback,transfer the brand image of integrity and reliability,and build a good after-sales service management system.