The Influence Of Consumer Power Sense On Brand Purchase Intention

The study of consumer behavior based on the sense of power is a new field of research in sociology,psychology and marketing integration from the perspective of power,consumer perception of consumer value and purchase intention has influence,and the perceived level of power consumers will produce different consumer behavior.Through combing the literature at home and abroad,it is found that the impact of the existence of certain conditions,the purpose of this study is to explore the changes in the purchasing power of consumers in the absence of power.In this paper,through researching on the sense of power,purchase intention and other core concepts,to identify factors affecting the relationship between the sense of power that can be expressed as status or ability to control,and the product or brand is symbolic and symbolic meaning,and eventually establish a sense of power and purchase intention.The relationship between the concept and the introduction of self-affirmation and motivation.Combing the status based on the above,this paper puts forward three research hypotheses,empirical research on the relationship between the effect of power on brand purchase intention through the analysis of the experimental data shows that the consumers' sense of power has an impact on brand purchase intention,when consumers are in a low power state,will increase and position of brand related products to buy wishes.It also verifies the mediating effect of motivation on the purchase intention of consumers with low power.To sum up,the conclusion of this paper can make the enterprise according to formulate corresponding marketing strategy of brand or product,contact the consumer purchase behavior motivation,achieve the purpose of marketing,will help us better understand the sense of power in the role of consumer behavior.