Factors affecting consumer purchase intention Study.docVIP

 PAGE \* MERGEFORMAT 7 Factors affecting consumer purchase intention Study [Abstract] purchase intention is to study the focus of consumer buying behavior. In this paper, empirical research methods, from the consumer’s confidence in the brand, attitudes, and perceived value to discuss the impact of purchase intention. [Keywords:] confidence in the brand attitude, brand purchase intention perceived value 1, of the problem With the continuous development of the market changes, manufacturers and retailers through a variety of marketing strategies to stimulate consumer interest and thus wish to purchase generation. However, more and more serious in the product homogenization of today, it difficult for consumers to distinguish which product better, they are more dependent on psychological identity. When various brands to lower prices the way sales, if consumers feel the brand quality and a decline would be difficult to lead to purchase behavior; elected to use the image does not meet product spokesperson for publicity, people may not like the brand, nor will the desire to buy. Therefore, product quality assurance, we need to study is caused by the consumer purchase intention factor. 2, theoretical background and research hypothesis Purchase intention is to consumers willing to take a specific behavior of high and low risk. Mullet that consumers of a product or brand attitude, coupled with the role of external factors, constitutes a consumer’s purchase intention. Dodds and so that the purchase will mean consumers to buy a particular product, or the possibility of subjective probability. Zhu Zhixian domestic scholars believe that purchasers will buy the consumer goods suited to their particular needs psychological consultant to the performance of consumer psychology, is a prelude to buying behavior. Influencing factors on purchase intention of the studies, Howard and Sheth (1969) first proposed the establishment of confidence in the brand purchase intention i