Influential Factors on Consumers’ Purchase Intention of Ethnic Music Performance Brand: A Case of Brand E, Guangxi, China

Abstract

The objectives of this study were to find out the factors that influenced consumers' purchase intention of ethnic music performance brand product, enhance the brand's competitiveness in the market, and increase the market share of cultural enterprises. This study took China's first Guangxi brand of Eternal Love as an example, survey questionnaire was used to collect the data from 400 consumers who had watched the Brand E using purposive sampling. Quantities methods were used to analyze the variable and to test hypothesis. The results: demographic data, brand awareness, and marketing mixed factors (product, price, location, and promotion) have significant effects on purchase intention.