The Research Of Relationship Among College Students’ Self-concept, Brand Personality And Purchase Intention In The Field Of Laptop Consumption

Purchase intention as an important indicator of consumer behaviour had attractedthe attention of many scholars in recent years, however through the literature reviewfound that the research among purchase intention and self-concept, brand personality,self consistency was serious deficiency.So the first study through the meta-analysisdiscussed the relationship of the three variables with consumer behavior in order toprovide a new and reasonable way for purchase intention reseach. The second study:because this paper was about exploring college students’ consumer beheavior onlaptop purchase intention, according to the quantitative conclusion of the first studyand the existed research on brand personality measurement, this study tried to finishthe brand personality scale of laptop. The third study was accorded to the basis of thefirst and second study, selecting Minnan normal university undergraduate students asthe objects to explore the relation among purchase intention and self-concept, brandpersonality, self consistency. The main conclusions were just as follows:（1）The meta-analysis results showed that self-concept,brand personality and selfconsistency were correlated with consumer behavior; For different measurement,results showed that the relation among consumer behavior and self-concept,brandpersonality, self consistency were respectively significant differences.（2）Laptop brand personality scale included four dimensions, respectively were:excitement,calm,competence and pertinence, also through study2we found the scalehad good validity and reliability and its statistical indexes reached the standard ofpsychometrics well.（3）The results of study3showed that there were significant correlation amongpurchase intention and self-concept,brand personality,self consistency,but the relationof their dimensions with purchase intention were not the same,elsewell the influenceof self-concept,brand personality,self consistency to predict purchase intention weredifferent.