Abstract
An effective brand strategy can provide customers with the value they need and enhance their online purchase intentions. This correlational online survey research is the first to explore the relationship between brand core value and online purchase intention. This study identified the brand core value as three dimensions that influence online purchase intention. Using a simple random sampling, 200 Xiaomi online customers completed an online survey. All scales were examined for reliability, construct, validity, and convergent validity. Multiple regression analysis was used to test the research hypothesis. Findings indicated that the factor of brand core value should be revised and classified into rational value and emotional value. Brand core value had a significantly positive effect on online purchase intention. The relative order of importance of these predictors was rational value and emotional value. The limitations and recommendations for future research are also included in this study.
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