RESEARCH ON THE INFLUENCE MECHANISM OF BRAND POSITIONING ON CONSUMER PURCHASE BEHAVIOR- A CASE STUDY OF ATOUR HOTEL

This study examines the influence mechanism of brand positioning on consumer purchase behavior in the hotel industry, addressing the critical question of how hotels can enhance consumer purchase intentions through effective brand positioning strategies. Using ATOUR Hotel as a case study, we employ questionnaire survey methodology with 501 valid responses and utilize correlation analysis, regression analysis, mediation effect testing, and interaction effect testing to investigate the relationships among brand positioning, brand perception, and consumer purchase behavior. The empirical results reveal three key findings: (1) brand positioning significantly and positively affects consumer purchase behavior (β = 0.647, p < 0.001); (2) brand perception serves as a partial mediator between brand positioning and consumer behavior, with the indirect effect accounting for 23.2% of the total effect (95% CI: [0.060, 0.224]); and (3) significant interaction effects exist between target consumer positioning and both price positioning (F = 11.739, p < 0.01) and service positioning (F = 10.842, p < 0.01). This research contributes to positioning theory by integrating brand perception as a mediating mechanism and demonstrating the synergistic effects of multi-dimensional positioning consistency, providing actionable insights for hotel brand management in competitive markets.