International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 6
Available Online: 15 August 2023
Author/s:
Zhang, Huizhen
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (8238019804@qq.com)
Abstract:
With the development of “Internet + economy”, caller business platforms have sprung up like mushrooms in recent years. Based on the establishment of an improved framework of e-commerce platform, combined with domestic and foreign academic research results, this paper collects relevant data by questionnaire analysis and descriptive research methods, and adopts statistical analysis such as variance analysis and regression analysis. This paper fully discusses the mechanism of influence among enterprise brand image, seller reputation and consumer purchase intention, and puts forward relevant research hypotheses to demonstrate the significant positive correlation among the three. Based on the above conclusions, this paper puts forward management suggestions on building brand image and seller reputation for e-commerce platforms based on empirical analysis. Thus, the intention to improve consumer willingness and consumer purchase behavior can be realized. At the end of the study, this paper also puts forward the prospects and shortcomings, and studies the psychological, social, and cultural aspects of consumer purchase intention and consumer purchase behavior from the perspectives of brand identity, brand behavior and attitude, brand capability and benefit, and social responsibility, leadership, product and service-related dimensions of seller reputation framework. This paper examines the significant relationship between e-commerce enterprises’ brand image and sellers’ reputation on consumers’ purchasing behavior and proposes an online shopping platform improvement framework according to the research results, which provides theoretical support for future research on e-commerce enterprises’ brand image construction, consumers’ purchasing intention and consumers’ purchasing behavior.
Keywords: brand image, seller reputation, framework of e-commerce platform
DOI: https://doi.org/10.5861/ijrsm.2023.1071
Cite this article:
Zhang, H. (2023). E-commerce enterprise brand image, seller’s reputation and consumers’ purchasing intention: Basis for online buying platform improvement framework. International Journal of Research Studies in Management, 11(6), 105-114. https://doi.org/10.5861/ijrsm.2023.1071