id	author	title	date	pages	extension	mime	words	sentence	flesch	summary	cache	txt
fbem-3967	Yang, Xu; Zhang, Li	Research on the Influence of Time-honored Cross-border Product Market Matching Degree on Purchase Intention	2022	7	.pdf	application/pdf	5052	208	48	Therefore, the consistency of market matching perception has a direct relationship to brand awareness(including brand awareness and brand image). Inquiry of intermediary effect Different from previous scholars studying the direct effect model of various variables affecting user purchasing decision, brand recognition as the intermediary variable of this paper is mainly based on the following considerations: first, As the three relationships between matching degree affecting brand cognition, brand cognition affecting purchase intention and matching degree affecting purchase intention have been supported by relevant literature and theories from the positive or side,For example, the studies of Aaker(1990)and SooKyoung et al.(2009)have proved that consumer perception of matching degree can affect brand cognition; Yang Weiwen et al.(2010)and Lin Xiaomin (2017) have also directly proved empirically that the brand cognition will affect the current and future purchasing behavior;Paul & Stephen(2001)demonstrated that the higher the similarity between old and new products or brands, Consumers can move their willingness to buy old brands to new products, That is, brand matching can affect the purchase intention.	cache/fbem-3967.pdf	txt/fbem-3967.txt