The Research On Impact Of Intelligent Mobile Terminal Brand Image On Customer’s Purchase Intention

With the rapid development of information technology, the mobile Internet has attracted more and more attention to the community. Such as mobile wallet payments, premiums and other emerging mobile network instudry provides huge potential business opportunities. At present, China has entered the initial stage of 3G communications and communications are also in 4G-LTE deployments.The increase of mobile Internet’s speed offer the possibility to achieve a new generation that mobile intelligent terminal manufacturing companies will conduct brand competition.The study set the intelligent terminal products as an example, using literature analysis and questionnaire for empirical research, verifying the relationship between brand image, customer perceived value and consumer willingness to purchase. Among the three, brand image includes corporate, product, personality and symbols in four dimensions. Customer perceived value, including functional value, experience value and symbolic value in three dimensions. And consumer willingness to purchase only has one dimension.On the basis of previous studies, this paper will develop the measurement scales for mobile intelligent terminal, and it will be corrected after the pre-test questionnaire. By using SPSS 17.0 and AMOS 17.0 software analyze the official questionnaire data, after the reliability test, the validity test, the correlation analysis and builds structural equation models, this study comes out that it exists significantly positive correlation and causation between the any two among the three.At the same time,customer perceived value from partially or fully mediated between brand image and consumer willingness to purchase.According to the study, it proposed to the mobile intelligent terminal manufacturers and brand franchisers several marketing inspirations:(1) Implementing customer-oriented business philosophy, improve employees entity or network store image.(2) Improve product quality and design, strengthen the physical or virtual online marketing experience.(3) Culture brand personality with low cost, innovate virtual brand ambassadors implant products;(4) Improve visual information such as packaging and advertising, stimulate customers to impulse purchase.