ABSTRACT

With the rise of platform economy and the development of e-commerce, more and more products are being sold on online platforms.In recent years, competition in the e-commerce industry has become increasingly fierce, and every e-commerce platform hopes to attract more customers through effective means and generate sustained purchasing intentions.This descriptive research aims to assess the level and magnitude of the impact of JD’s brand image on consumer purchase intention by collecting relevant data on JD’s brand image from employees and consumers through a survey. This study collected relevant data on JD brand image and consumer purchase intention through a questionnaire survey of 226 participants. By using analysis of variance to analyze the data, this study investigates the relationship and degree of mutual influence between JD brand image and consumer purchase intention. According to the results of data analysis, this study found that JD’s brand image has a significant impact on consumers’ purchase intention. There is a significant correlation between the various dimensions of JD brand image and corresponding consumer purchase intention indicators, indicating that these dimensions play an important role in enhancing consumer purchase intention. According to the research results, this study believes that companies should always pay attention to the construction and maintenance of their brand image, which is very helpful in increasing consumers’ willingness to purchase.

Keywords: Brand; Brand image; Brand reputation and trust; Brand image management; Consumer purchase intention; JD Corporate;
https://doi.org/ 10.57180/vgeg8270