品牌形象对消费者购买行为影响的实证研究

An Empirical Study on the Influence of Brand Image on Consumers' Purchase Behavior

本文以中式快餐为研究案例,通过实证研究法研究品牌形象对消费者购买行为的影响。运用SPSS17.0软件对调查数据进行处理分析,研究结果表明调查问卷具有较高的信度和效度。分析结果表明:企业形象、产品或服务形象、消费者形象对消费者购买行为有正向的影响,不同的消费者特征对消费者的购买行为影响不同。构建企业自身的品牌形象是至关重要的。

This article takes Chinese-style fast food as a case study and studies the influence of brand image on consumer purchasing behavior through empirical research. SPSS17.0 software is used to analyze the survey data. The results show that the questionnaire has high reliability and validity. The analysis results show that corporate image, product or service image and consumer image have a positive impact on consumer purchasing behavior. Different consumer characteristics have different effects on consumers＇ purchase behavior. Building the company＇s own brand image is crucial.