| Selling products or services at the right price to make profit is the way to survive for company.In the era when the commodity economy is not so developed,the market is almost entirely controlled by the seller,and it seems that it is not so difficult to sell the products.With the leaping changes in productivity,the commodity economy has sprung up,which has brought about a great wealth of goods and lead to the loss of the seller’s dominance.In such a market environment where all parties are fiercely competitive,sell their products is not so easy as before.High-intensity competition has accelerated the company’s turnover rate,and from time to time,companies have been forced to withdraw from the historical arena.Under high pressure,companies are gradually realizing the importance of taking consumers as the core,and competing to carry out various marketing initiatives to attract consumers to purchase products.This study intends to clarify the impact on brand identification on purchase decisions under the perspective of brand identification,and to thoroughly analyze the intrinsic influence relationship.Brand identification can be recognized as a kind of psychological attitude,which is a reflection of the inherent unity of consumers and brands.A large number of studies have shown that brand identification has a significant positive impact on consumer purchasing decision.However,the existing research does not subdivide the brand identification,that is to say,they all doesn’t consider the internal differences.According to the analysis of the literature and interview results,this paper proposes to subdivide the brand identification,and consider the influence under different dimensions.The main research contents and conclusions are as follows.First of all,the inherent differences in brand identification should be seriously considered.The empirical analysis shows that there are significant differences in brand identification under the active and passive dimensions,and it is very necessary to subdivide.Otherwise,the error of the research will increase and the actual situation cannot be accurately reflected.Second,when dealing with the classic five-or seven-point scale data,the normality test cannot be ignored.Through empirical research,this paper found that the data obtained from the classic five-point scale is still not passed.In this case,we need to consider introducing non-parametric statistical methods.Next,under the active and passive dimensions,there are differences in the path and extent of brand identification impact on purchasing decisions.Actively identification through brand loyalty impact purchasing decision,passive identification affects purchasing decision through satisfaction,and competitive product similarity adjusts the influence of mediator variables on purchasing decision in both dimensions.Finally,this paper constructed and solved the theoretical model,all are second-stage moderated mediation model,in two dimensions.Bootstrap methods were used to analyze this model.The results showed that under different degrees of moderator variable,the model of active dimension and passive dimension showed the difference of mediator mechanism,but further test results showed that the difference was not statistical significant. |
