The Influence Of Visual Cues On Consumers' Purchase Intention When The Old Brand Crosses The Border

With the increasingly fierce market competition,more and more old brands choose to cross the border and launch joint products with other brands,such as White Rabbit candy-flavored lip balm,which can gather the brand strengths,establish a new image,and quickly improve brand awareness,that's why lip balm was so popular when it comes online.The success of White Rabbit also brought to some old brand enterprises new thinking.However,no matter domestic scholars or entrepreneurs,the research on the cross-border of old brands generally focuses on the relationship between nostalgia and brand,few scholars focus on products to study the impact of retained visual cues on consumers,and few empirical studies are conducted.In addition,as an important theory of psychology,mental imagery has also been widely concerned in the field of consumer behavior.Western scholars have done a lot of research on mental imagery and advertising effectiveness,mental imagery and online tourism product display.Nevertheless,there are only a handful of domestic studies on the application of mental imagery in marketing,and most of them focus on the mental images that can be awakened by advertisements containing specific pictures or text descriptions,and less on the relationship between related visual cues and consumers' purchase intention from the mental image perspective.Therefore,it is of certain theoretical and practical significance to study the effects of visual cues on mental imagery arousal of old brands when they cross the border and then influence consumer behavior.Through reading relevant literatures of nostalgia and mental imagery theory at home and abroad,this paper firstly reviews and summarizes existing researches,and constructs a model which considers the moderating effects of fantasy proneness and nostalgia proneness,between visual cues,mental imagery arousal and consumers' purchase intention based on the theory of the cue-utilizing theory and the dual-coding theory.Secondly,empirical research devise and questionnaire were enforced to test the hypotheses of the collected sample data by using the statistical methods of SPSS such as credibility analysis,validity testing,relativity analysis and Multiple Linear Regression and the Process analysis.Finally,the results of the empirical study confirms most of the theoretical models and hypotheses,and find that visual cues have a significant positive effect on purchase intention,mental imagery arousal plays a mediating role in the process of visual cues and purchase intention,nostalgia proneness moderates the effect of mental imagery arousal on purchase intention.From the perspective of mental imagery theory,this paper studies the effect of visual cues on consumers' purchase intention,when old brands cross borders,enriching relevant researches,and the research results can also provide references for other old brands with cross-border ideas.