The Study On The Influence Of Network Media Characteristics On The Brand Image

A new and developing mass media will always bring great change, the Network Media now is the rising media, which has extremely different media characteristics from the traditional media. The internet has changed the consumer’s ideas, consumption habits and the way of purchase decision-making, also it is changing consumer behavior patterns. By logging on the internet, the consumer can get wealth of new information about the product or the band, which can influence their impression and the value perception of the product or the band. The media act as the carrier of the information, in the transmission process, the media’s own factors will act on the information and influence the receiver’s perception of information itself. Based on this, this paper pose the research questions, in the transmission process, whether the network media characteristics will influence the consumer perception on the brand image and what the influence is.At present, there are not so much researches on this point in domestic academic circles, Previous studies were focused on the relationship of traditional media and the brands or the relationship of a certain characteristic and the brands, and there are even less empirical researches using a certain brand as the research background. This paper use the mobile phone brands as the research background, and make the research of the network media characteristics, then build the model, make the research of the influence of the network media characteristics to the brand image and its dimensionalities, in addition make relevant assumptions.By retrieving and reading documents, the writer realized the definition and details of the network media characteristics and brand image, then collected the characteristics and the dimensionalities of brand image. Designed the survey questionnaire and got the primary data. By using the science statistics methods, make the correlation analysis and the regression analysis of the network media characteristics and brand image.This study concluded that, the first, the network media characteristics can cause positive influence to the brand image, the second, the network media characteristics and brand image are positively correlated, at the same time, accessibility, informativeness and interactivity can cause positive influence to brand personality, brand performance, and accessibility, informativeness can cause positive influence to corporate image. The contribution of the paper is combining the network media characteristics and brand image, using the empirical study and make the research of the influence of the network media characteristics to the brand image and its dimensionalities. The paper may have certain contribution to the relationship research of internet communication and the brand. At the same time, this paper proved the proposed model, and gave some relevant advice. The conclusion and advice of the study may have certain theoretical and practical significance to the brand communication activities of the mobile phone brand operators.