Аннотация
In the field of consumer behavior research, it is critical to understand the factors that influence consumers' perceived value and willingness to buy. The brand ``Fenghua” is an illustrative case that explores how the dimensions of brand and product attributes influence consumer decisions. The purpose of this paper is to delve into the complex relationship between media e-commerce platform characteristics, product attributes, brand effects and consumers' purchase intentions. Specifically, it seeks to analyze how these factors interact with each other and contribute to shaping consumer perceptions and behaviors towards the Fenghua brand. This study adopts a quantitative approach, utilizing SPSS software and linear regression analysis to test a set of hypotheses. Regression analysis and mediation effect analysis were then conducted to examine the relationship between the study variables. The results indicate that media e-commerce platform characteristics and product attributes such as price, quality, promotion and service have a significant effect on consumers' purchase intentions. In addition, brand effect emerged as a key mediating variable influencing consumer decision making. This study emphasizes the importance of considering not only product-related attributes but also broader contextual factors, such as media e-commerce platform characteristics, in shaping consumers' perceptions and purchase decisions.