新零售背景下品牌形象塑造对购买意向的影响研究

On the Influence of Brand Image-molding on Purchase Intention in the Context of New Retail

伴随消费结构的升级转型,传统零售品牌在体验经济时代无法满足消费者日益增长的消费需求,在此背景下,新零售模式以更深层次的品牌体验获得了消费者的认可,也促进了品牌发展模式的更新迭代。在新零售背景下,探讨品牌形象塑造对消费者购买意向的影响,进一步研究体验营销与心理契约在此过程中的调节与中介机制。研究结果表明,不同的品牌形象塑造均提升了消费者的购买意向,不同的体验营销策略从不同维度使品牌形象塑造对购买意向的影响更加显著。研究丰富了品牌形象,体验营销以及心理契约的文献理论,并为企业在新零售环境下的品牌形象塑造提供建议。

With the upgrading and transformation of the consumption structure,traditional retail brands are increasingly hard to meet the growing consumer demand in the era of experience economy.According to this,the new retail model has satisfied the consumers because of its comprehensive and deeper brand experience,which also promotes the updating and iteration of the brand development model.Under the new retail background,this paper discusses the influence of brand image building on consumers'purchase intention,and further studies the adjustment and intermediary mechanism of experience marketing and psychological contract in this process.The research results show that different kinds of brand image-molding enhance the purchase intention of consumers,and different experiential marketing strategies also make brand image-molding have a significant impact on purchase intention from different dimensions.This paper enriches the literature theory of brand image,experiential marketing and psychological contract,and provides suggestions for enterprises to build brand image in the new retail environment.