The Empirical Research On Sport Shoes Brand Image Affect University Students Of HangZhou's Purchasing Intention

With the constant development of China's economy and people's living standard increasing gradually, Young colleage students consumers pay more and more attention to the spirit value added on the products or services when they intend to purchase. Consumers buy brand products for brand core value to express their personality,identity and social status .The brand image is the outside image of the brand property , consumer perceive the brand image to reflect the basic attributes and determine their desires.At the base of referring to more researches, this article studies how the brand image of sports shoes affect Hang Zhou college'consumer purchasing intentions through Bell brand image measurement model. This article adjust some indexes of model after talking with some experts and referring to other scholar studies at home and abroad and make a survey questionnaire. This study delivers 400 questionnaires and receives 383 copies. We utilize SPSS 13.0 statistic software to analyze the data and do the Factor Analysis, Correlation Analysis, Regression Analysis and Variance Analysis.The research outcome shows that the user image, corporate image and product and service image of sport shoes have an positive impact on consumers'purchasing intentions. while the coporation image of sport shoes affects weakly product and service image, the product and service image affects weakly user image, the user image affects weakly the product and service image.As to empirical results, this research show that sports shoes should be the basis of product quality and performance when they make the strategy. According to firm size and product target audience, the sport shoes company should take the different and systematical strategy to enhance the consumer's purchase intention.