The Research On The Influencing Factors Of Consumer Brand Sensitivity

Consumer's purchase decision-making behavior has been one of the key topics in consumer behavior research. At present, in our country's consumer market, purchase famous brand goods already became a tendency, many consumers of them not to by no brand commodity, very sensitive to the brand. The brand sensitive person's troop is expanding year by year. Therefore, it is necessary to conduct the research to consumer's brand sensitive behavior. This study uses the former literatures for references to demonstrate the relationships between consumer brand sensitivity and its influencing factors. It is expected that the explanation of how these factors affect consumer brand sensitivity, and some academic and practical significance.This thesis collects many former research fruits of the brand sensitivity, Perceived quality, involvement, Reference group and life style though reviewing the related literatures. Besides, a conceptual model, including brand sensitivity as dependent variables, Perceived quality, involvement, Reference group and life style as independent variables, was built up and also empirically tested.The research object of the study is the notebook PC and cosmetic university student user, and we distribute questionnaires by convenient sampling. The model is tested and analyzed by SPSS15.0 software package through Cronbach's alpha reliability analysis, factor analysis, Pearson correlation analysis and regression analysis. The out come shows: (1) for notebook PC. In the perceived quality aspect, product basic functions, subsidiary functions and service quality have the remarkable forward influence to the consumer brand sensitivity. Involvement has the remarkable forward influence to the consumer brand sensitivity. Reference group's regulated influence has the remarkable forward influence to the consumer brand sensitivity. (2)For cosmetic, in the perceived quality aspect, security validity and service quality have the remarkable forward influence to the consumer brand sensitivity. Involvement also has the remarkable forward influence to the consumer brand sensitivity. Reference group's regulated influence and value performance have the remarkable forward influence to the consumer brand sensitivity.According to the research conclusions, we find the interactive relationships in those factors above, and it can support the assumed hypotheses. However, given the complexity of the influence on brand Sensitivity, and the insufficiency of the samples and statistic analysis technology, the research conclusions are limited. So a further study needs to be made to improve the generalization of the research.