The Influence Of Product Category,Brand Name Suggestibility And Cognitive Demand On Consumer Purchase Intention

By adopting the laboratory scenarios,based on the theory of planed behavior and Cognitive Risk theory,the study discussed the impact of product category,suggestibility of brand name,and cognitive demand on consumer purchase intention,which supplemented the theory of consumer psychology,and provided a reference to the design and management of enterprises.Extracted 122 students at a university in Changsha as the experiment subjects,measured their cognitive needs with the college students'cognitive needs scale.The study used 2(brand name implied:high,low)*2(cognitive requirements:high,low)*3(product category:durable solid objects,not durable solid objects,virtual)mixed experimental design;The dependent variable was given a score(1-9 points)on the purchase intention of different categories and different brand name implied products.The results show that:(1)cognitive demand had a significant impact on consumers' purchasing intention:MS = 368.613,F = 2.214,p<0.05;(2)the suggestibility of brand name had a significant impact on the consumers' purchase intention:MS = 40.565,F = 3.988,p<0.05;(3)The product category had a significant impact on consumer purchase intention:MS= 175.756,F = 15.769,p<0.01;(4)The suggestibility of brand name and cognitive demand had interactive effect on the purchase intention of consumers:MS = 60.024,F = 6.687,p<0.05;(5)Product category and cognitive demand have no interaction effect on consumer purchase intention:MS = 11.221,F = 1.007,p>0.05;(6)The suggestibility of brand name and product category had interactive effect on consumers'purchase intention:MS = 727.888,F = 50.700,p<0.01;(7)Cognitive demand,brand name suggestibility and product category had significant influence on consumer purchase in intention interaction:MS = 101.757,F=7.088,p<0.05.The conclusions were as follows:(1)The consumers of low cognitive needs had higher purchase intention in brand of high suggestibility than the brand of low suggestibility,and the consumers of high cognitive needs had no different on it.(2)Consumers had higher purchase intention in durable and virtual goods than that of non-durable goods.