品牌昵称对消费者购买意愿的影响研究

Research on the influence of brand nickname on consumers'purchase intentionThe nickname of a brand is actually the "cute"marketing of a brand.Taobao in theForbidden City belongs to the cute.Adorable marketing make complaints about adorableadorable products such as Taobao,Taobao,micro-blog,such as Qianlong,and adorable Tucaoexpression package made by the Imperial Palace sculpture.On this basis,this paper exploreswhether Taobao's way of selling cute has a positive impact on consumers'purchase intention.However,Taobao in the Forbidden City often comments on Twitter and interacts with netizensin microblog comments,which creates a phenomenon of "pseudo social interaction",andwhether this pseudo social interaction plays an intermediary role in the relationship betweenTaobao in the Forbidden City and consumers'purchase intention.So far,this paper putsforward the research model and two related research hypotheses.On this basis,this paper uses the methods of literature research,questionnaire survey,correlation analysis and regression analysis in SPSS to analyze the first-hand data collectedand screened.The results show that:Taobao has a positive impact on consumers'purchaseintention,and the quasi social interaction has a significant intermediary effect between thetwo,so both research hypotheses are proved.So far,this paper puts forward several suggestions:for other museums,it is necessary topublicize in a way that young people like and shape the image of "cute".And we shouldinteract with netizens and actively respond to the demands of netizens,especially fans.Createan image of a favorite.For traditional brands that want to transform,they need to create abrand-new "cute"image and close the relationship with consumers.At the same time,weshould also be good at making use of facial expression bag,or efficient and Tucao hot spots tomake complaints about it.Key words:Adorable marketing,Consumer purchase intention,Quasi social interactionmuseum marketing