Brand Appeal and Customer Purchase Behavior under Chinese Internet Economy

Tiancong Fu

《Frontiers in Economics and Management》 2卷11期 (2021/11) Pp. 532-537

https://doi.org/10.6981/FEM.202111_2(11).0071

摘要

With the rapid development of the Internet economy, more and more Chinese consumers are choosing online shopping. The favorable factors of online shopping compared with offline shopping are that online shopping is more convenient, faster spread of marketing messages, broader coverage, and shorter decision-making time for consumers. The unfavorable factors are that the security issues of online consumption may concern the consumers, more open and transparent information in the market, and faster spread of negative information. Combined with the above characteristics of online shopping, how to improve the brand appeal and thus enhance consumer purchase interest and consumer loyalty is the purpose of this research paper. In this paper, we will analyze how brand appeal affects customer purchase behavior from three dimensions, including customer satisfaction, customer dependency, and customer-brand identification affect customer purchase behavior. The paper will also propose suggestions to improve brand appeal based on the characteristics of online shopping.

關鍵字

Brand Appeal ； Customer Purchase Behavior ； Customer Satisfaction ； Customer Dependency ； Customer-Brand Identification

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