【作者】 宋健；

【导师】 丁战；

【作者基本信息】 东北大学 ， 企业管理， 2013， 硕士

【摘要】 以在校大学生为代表的青年消费群体在选择中高端智能手机时,不仅注重手机的功能性价值,也注重附加在手机上的象征性价值。因此,消费者购买的不仅是智能手机,还有与手机相联系的品牌形象。品牌形象正在成为购买行为的重要影响因素。因为国内智能手机企业缺乏清晰的品牌形象,因此在中高端市场消费者少有见到国内品牌的身影。首先,本文梳理品牌、品牌形象和购买倾向的相关理论和文献资料,分析品牌形象与消费者购买倾向的关系,为提出研究假设的夯实理论基础；其次,基于Biel品牌形象测量模型,构建智能手机企业形象、产品或服务形象、使用者形象与消费者购买倾向的理论模型；再次,通过访谈法和前人研究成果设计初始量表,经过预调研和初始量表净化得到正式量表；最后,完成正式调研,并用SPSS18.0和AMOS7.0对正式样本数据进行分析,验证前述假设。实证研究的结果显示,智能手机品牌形象的3个维度正向影响消费者购买倾向；智能手机产品或服务形象在企业形象对使用者形象的影响关系中呈现部分中介效应；作为消费者个人背景变量,教育背景和月消费水平对消费者购买倾向有显著差异。最后,本文对实证研究的结果进行总结和解释,根据研究结果为国内主流智能手机企业提出有关品牌形象塑造的管理启示和建议,总结本文的研究局限性,并提出未来的研究展望。更多还原

【Abstract】 College students are pioneers in the smartphone consumers. When they choose high-end smartphones, they not only pay attention to the functional value, but also are concerned about the symbolic value following smartphones. They attempt to show their personalities by the product image. What the consumers purchase, is not just a smartphones but also the brand image connected with them, which is playing an important role in influencing purchasing behavior. Therefore, it is an important factor that the domestic enterprises are lack of clear brand image.Firstly, the paper has combed the literature of brand, brand image and purchase intention. Secondly, based on Biel Model, it has established the relationship theory model of corporate image, product or service image, user image and purchase intention. Thirdly, it has finished the initial scale by interview and previous studies, and gained the final scale through presurvey and adjustment of the questions. Finally, it has applied SPSS18.0and AMOS7.0to analysis data and obtained tested pre-hypothesis.The empirical results have showed, the three dimensions of smartphones brand image all have positive effects on purchase intention. Product or service image plays the partial of the intermediary role in the relationship between corporate image and user image. Education level and consumption level both have a significant difference on purchase intention, as consumer background variables.At the end of the paper, it has summed and explained the results and supplied opinions and suggestions to domestic main smartphone firms about fashioning brand image, while summing the lack of the article and directing the future research.更多还原