An Empirical Study On The Effect Of Li Ning Brand To Undergraduates’ Buying Behavior Tendency

In this study, literature study,expert interviews, questionnaires, and mathematical statistics and logical analysis, composing the Li Ning brand image questionnaires, and revised the consumer buying behavior tendencies questionnaire of Fuzhou university studentsfor the survey, analysis and structural equation model testing methods, to explore and demonstrate the relationship between the Li Ning brand image and consumer buying behavior tendency.First, the introduction of topics of background, research, research to sort out the theoretical and practical significance, and proposed line of research methods and research techniques. Second, research on the existing brand image and consumer buying behavior tendencies review and sum up the elements to be broken down and classified on the brand image, build the theoretical framework for the quantitative measurement of the brand image of the sporting goods. Third, in strict accordance with the questionnaire programming, the preparation of the Li Ning brand image questionnaires, the questionnaire, including product attributes, corporate image, brand advertising, brand personality, brand value, brand recognition and brand association seven dimensions, and revised consumption buying behavior tendency of the questionnaire, confirmatory factor analysis on the two questionnaires, test reliability and validity to prove that the two questionnaire has good reliability and validity. Fourth, Fuzhou University Students in the study and evaluation of the Li Ning brand image and buying behavior of college students of different demographic characteristics tend to perform gap analysis. Fifth, the Li Ning brand image and consumer buying behavior tendency analysis and structural equation model testing.