In the past ten years (2010 to 2020), online shopping has flourished in our lives with an amazing appearance due to the rapid development of the Internet and the popularity of mobile devices; many online shopping platforms are even more It is very worthy of discussion as to who can come out on top, attract the attention of many users, and be willing to spend in this competition.
In today's diversified consumption patterns and shopping channels, brand image represents reliable service quality and value, and is an important influence key for consumers in the process of purchasing decisions. This study will infer consumers' preferences for online shopping platforms through the attitude and quality provided by brand image, which affects consumers' purchase intention and behavior.
The research objects of this study are consumers who have had online shopping experience. The research is carried out by means of a convenient questionnaire. The questionnaire is made in Google form and placed in various social networks. A total of 206 questionnaires were collected, and a total of 206 valid questionnaires were collected. share. The questionnaire data has been verified by reliability and validity, and the results of regression model analysis show that brand image has a significant positive impact on brand attitude, brand attitude has a significant positive impact on purchase intention, brand image has a significant positive impact on purchase intention, and brand attitude has a significant positive impact on purchase intention. There is a partial mediation effect between brand image and purchase intention.
