便利店品牌形象对消费者购买意愿的影响——基于品牌认同的视角

Study on the Impact of Brand Image of Convenience Stores on Consumers' Purchase Intention——Based on the Perspective of Brand Recognition

随着居民收入的持续增长和消费结构的日益升级,消费者时间压缩化、碎片化的趋势更加明显,对消费的即时性和便利性需求也在增强,因此我国便利店行业将迎来更为宽广的发展空间,同时也将面临更加激烈的竞争。在竞争中,每个便利店品牌都努力得到更多消费者的认同,并使其产生持续的购买意愿。对此,本文将通过品牌认同来解释便利店品牌形象对消费者购买意愿的影响机理。根据研究结论,本文认为为了激发消费者的购买意愿,应提升便利店品牌所在企业的企业形象及其产品与服务形象。

The continuous growth of residents income and the upgrading of consumption structure have led to the tendency of compressed and fragmented consumption time, which calls for the timeliness and convenience of consumption. Therefore, the convenience stores are facing both opportunities and challenges. What these stores need to do is to promote the purchase intention through the improvement of consumers＇ brand identity. Here we explain the action mechanism of brand identity affecting purchase intensity. This paper proposes that, convenience stores should optimize brand image and service image, so as to arouse consumers＇ purchase intention.