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Study on Guizhou Consumer Purchase Intention on National Brands under the Background of Cultural Confidence

Bingyu Yin


This research takes the consumer group in Guizhou as the research object, using a quantitative research method, combined with the viewpoint of “purchase willingness” to the consumer’s national brand purchase intention for purchasing the national brand based on the established cultural confidence of residents. The three research objectives are: to analyze the influence
of consumers on the purchase intention of national brands under the blessing of cultural background; to explore the influencing
mechanism between the following groups of factors: what is the relationship between purchase intention and brand trust, brand
perception and brand attitude and its significance; to develop targeted strategies to maintain sustainable brand development and
improve users’ willingness to buy brands to provide valuable advice.


Customer Purchase Intention; National Brands; Cultural Confidence

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DOI: http://dx.doi.org/10.18686/ahe.v6i15.5161