Research on the Influence of Schema Inconsistency Information in Brand Association on Consumers' Participation Intention -- A Two-Mediation Model

The relationship between the degree of consistency and inconsistency in brand association and consumer's decision-making behavior is an important issue in today's cross-border brand association. Based on the theory of schema inconsistency, this paper constructs a path mechanism research model based on the degree of brand association schema inconsistency as independent variables, perceived utility value and perceived hedonic value as double mediating variables, and consumers' participation intention including sharing intention and purchase intention as dependent variables. The combined products were selected by two pre-experiments and the relationship was investigated in the formal inter-group experiment. Study found: schema inconsistency in brand association has a significant impact on consumers' participation intention, and perceived hedonic value plays an intermediary role in the relationship between schema inconsistency in brand association and consumers' participation intention, and it is an inverted U-shaped relationship. Perceived hedonic value has a greater impact on sharing intention than perceived utility value, while perceived utility value has a greater impact on purchase intention than perceived hedonic value.