品牌形象对消费者购买行为的影响研究——以笔记本电脑行业为例

The Influence of Brand Image on Consumer Purchase Behavior Research——On the Notebook Industry

随着时代的进步与发展,笔记本电脑的应用越来越广泛。面对多样化的品牌和丰富的功能,消费者的评价选择也各不相同。面对这种情况,本文以笔记本电脑行业为例,运用贝尔模型,通过市场调查法来收集数据,设计使用者形象、公司形象和产品形象三种统计量表。运用统计学上的方差分析、主成分分析等方法,分析和探讨品牌形象对消费者购买行为的影响。得出结论:对消费者购买行为具有显著影响的因素包括产品形象、公司形象及使用者形象三个方面,从而为笔记本电脑销售企业的营销策略提供一定参考。

For the progress and development, the notebooks are used more and more widely. In face of a variety of brands and rich features, consumer choices are not identical. On this condition, this paper takes the notebook industry as an example, using the niel model, through the market survey to collect data, designing three statisticai scales consist of user image, corporate image and product image. This paper uses the statistical analysis of variance and principal component analysis method to analyze the influence of brand image on consumer purchase behavior. The conclusion shows that there is a significant influence on consumer buying behavior including product image, corporate image and user image three factors, thus this paper has provided some marketing strategies for notebook industry.