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

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.