The Research On The Effect Among Early Education、Brand Image, Customer Perceived Value And Behavioral Intentions

Data shows that in China the number of0-4year-old infant will reach91million in2015."China baby-goods market reputation for quality survey report alsosuggested that only less than the United States, China is the second largest infant productsconsuming country all over the world. Along with the problem of aging andone-child situation intensifies, there are4-6even more adults fostering only one child ineach family. The proportion of fostering expenditures in the total expenditures is raisingannually by the rate of over30%. Thus, many experts and scholars believe that infants andyoung children’s education and services will be one of the most promising growth industryin the next20years.In this paper, the author integrate the Biel brand image model and the previous researchon perceived value, consumer behavior tendency by other scholars and then figure out thestudy model of this paper: taking brand image as the starting point, the perceived value asthe mediating variables, explore the relationship between brand image, perceived value andconsumer behavior tendency, also point out the corresponding assumptions.The author use questionnaire to collect data in this empirical research, a total of473questionnaires were issued, of which432valid questionnaires, so thequestionnaires efficiency rate is about91.33%. Firstly, go through data descriptive analysiswith statistical software SPSS to get a preliminary understanding of thedistribution of the sample; Secondly, take the reliability testing, exploratory factor analysisand confirmatory factor analysis with the statistical software AMOS, basing on the fact thateach scale has strong reliability, stability and good fitting degree. Thirdly, take correlationanalysis between each variable and then got the result that there are strong relativity betweeneach variable. Finally fit and revise the study model with the structural equation. The resultverified theoretical assumptions.The results show that: the brand image, perceived value, and consumer behaviortendencies have significant positive correlation. Perceived value partially serveas intermediary role between consumer behavior tendency and the three dimensions of brandimage--the company’s image, product image and user image.