Study of the impact of brand awareness of enterprises in the leisure snack industry on consumer purchase intentions : using product expectations as the mediating variable

休闲零食行业企业品牌知名度对消费者购买意愿影响研究：以产品预期为中间变量

Name: Huang Zhao

LCSH: Branding (Marketing) -- Case studies

LCSH: Purchase intention

LCSH: Business entertaining -- Planning

Abstract: With the rapid economic growth, enterprises in the leisure snack industry have entered a phase of rapid development. Nowadays, it is crucial for leisure snack companies to focus on factors influencing consumer purchase intentions in order to better develop their businesses. When consumers decide to make a purchase, factors such as brand awareness have an impact on their willingness to buy, extending beyond the influence of the product itself. Additionally, with the development of the internet, online shopping has become integrated into consumers' lives. Due to the inability of online consumers to physically interact with products, there are differences in how consumers perceive product brands. This study aims to investigate the influence of brand awareness, consumer purchase intentions, and product expectations in the leisure snack industry under two purchase scenarios: online and offline. Through literature review, data collection using surveys, and data analysis using SPSS, the hypotheses will be tested, and the results will be validated. The research findings indicate that, in both online and offline purchase scenarios, brand awareness of leisure snack companies positively influences consumers' purchase intentions. Specifically, in both online and offline settings, aspects of brand awareness such as "brand recognition," "brand recall," and "brand distinctiveness" all have a positive impact on consumer purchase intentions. In the leisure snack industry, product expectations play a mediating role between brand awareness and consumer purchase intentions.

Abstract: 随着经济的快速增长，休闲零食行业企业进入了快速发展的阶段。现如今 休闲零食企业需要重视影响消费者购买意愿的因素才能更好的发展企业，而消 费者在决定购买商品时，已经不局限于产品本身对购买意愿的影响，品牌知名 度等因素也会左右消费者的购买意愿。同时随着网络的发展，网购逐渐融入消 费者的生活。由于网购消费者无法直接接触产品，消费者对产品品牌的感知也 会有所差异。本研究立足于研究在线上、线下购买两种情况下，休闲零食行业 企业品牌知名度、消费者购买意愿和产品预期之间存在何种影响。通过文献整 理、使用问卷的方式收集数据和用spss 分析数据，最后验证假设结果。研究结 果显示，在线上、线下两种购买情景下，休闲零食企业品牌知名度对消费者的 购买意愿有着积极的影响。在线上、线下两种购买情景下，品牌知名度中“品 牌认知度”、“品牌回忆度”和“品牌突出度”对消费者的购买意愿都有着积 极的影响。休闲零食行业中产品预期在品牌知名度于消费者购买意愿之间起到 了中介作用

Rangsit University. Rangsit University Library

Address: PATHUM THANI

Email: rattanapornn@rsu.ac.th

Name: Yinghui Chen

Role: Advisor

Created: 2024

Modified: 2568-08-07

Issued: 2025-08-07

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Descipline: Business Management

Grantor: Rangsit University

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