The Empirical Study Of College Students’ Self-esteem And Mobile Phone Brand Personality On Purchase Intention On Cognitive Task Performance

Brand personality is a way of self-expression of consumers that the brand by giving consumers the human personality, so that the brand show anthropomorphic qualities of humanity, is a special cultural connotation and the ethos of the brand has. Brand personality has become a hot area of psychology and economics to study and create a unique brand personality is the key to gain competitive advantage in the competitive market. Research also pointed out that compared with international brands of local brands at a disadvantage brand personality shaping. Therefore, the local brand to brand you want to get in the market, taking of market share, we must create a unique brand personality from the start. Through the study of literature is closely related to the discovery of brand personality and willingness to buy, consumers directly affect self-esteem in their purchase intentions.To explore the relationship between college students self-esteem, personality and willingness to buy the mobile phone brand among this study were first compiled phone brand personality scale, developed by 16 personalized vocabulary composed of four dimensions of personality amount of mobile phone brands table, this scale is designed for mobile phones, and has a representative. Then select the local well-known mobile phone brand-millet and internationally renowned mobile phone brands-Apple, as the research object, and finally the use of existing good reliability and validity of self-esteem scale and scale revision of the purchase intention to form a final questionnaire. Select the Southwestern University and Chongqing University 500 questionnaires were distributed,481 valid questionnaires, the effective rate was 96.1%.To collect data using SPSS 18.0 factor analysis, descriptive statistics methods, independent sample t test, analysis of variance, correlation analysis and multiple regression analysis, and use the experience sampling method (Bootstrap) in a mediation analysis for analysis, and found that:1. Apple phone brand exists between personality and millet phone brand personality significant differences, Apple’s mobile phone brand personality and individual scores were significantly higher than millet phone.2. Apple’s willingness to buy the mobile phone gender, grade, monthly consumption, significant differences exist on the students to statistical variables, and willingness to buy millet phone in grade, significant differences exist on monthly consumption.3. Millet phone brand personality perception there are significant differences in gender and grade, emotional, reliability, spirituality three dimensions men scored lower than females, and males and females do not significantly different.Reliability Apple phone millet phone image dimensions and dimension exists on the monthly consumption of a significant difference, the higher the monthly consumption of Apple’s mobile phone brand personality dimensions higher the score, the higher the monthly consumption of millet phone while the image of the lower scores.4. Mobile brand personality dimensions and various significant positive correlation with the purchase intention exists. Students’ willingness to buy that mobile phone between Apple and the various dimensions of brand personality was significantly associated with the presence of, and willingness to buy millet millet phone brand personality and the various dimensions of the phone there is a significant positive correlation. Regression analysis revealed that Apple’s mobile phone brand personality and brand personality millet phone can positively predict purchase intention.5. Students’ self-esteem and willingness to buy Apple phone there was a significant positive correlation, college students self-esteem and willingness to buy millet phone there was a significant negative correlation. Regression analysis found that college students self-esteem can be positively predicted willingness to buy Apple phone, but can reverse predict willingness to buy millet phone.6. Students’ self-esteem and millet phone with Apple brand personality exists a significant positive correlation.7. Apple phone brand personality and the four dimensions are fully mediated between college students self-esteem and willingness to buy, millet phone brand personality only in self-esteem and relationship reliability handset purchase intention has intermediary role.