The Impact Of Mobile Shopping Client Brand Image On College Students’ Consumer Loyalty

With the rapid development of the global Internet and our country’s economic, the anytime and anywhere trading has become one of the main consumer habits. Therefore, e-commerce has been developing rapidly, which the widespread use of mobile terminal makes mobile e-commerce became the most dazzling in the field of economic development in the past years. Mobile phone As one of the mobile terminal, Mobile has been basically covering the age of the crowd, so as a carrier of the many business transactions, Mobile e-commerce transactions continue to generate, In this paper, we mainly study the mobile phone shopping client. Mobile phone shopping client with its convenience and convenience has been rapid development, and it also become one of the main platform for many consumers shopping. Mobile phone shopping client development not only lead consumers into the mobile shopping era, it is also changing consumer attitudes and consumption habits. But to ensure its long-term development, it is necessary to comprehensive construction, brand image as a consumer brand perception should be gotten businessman attention to establish brand with its own characteristics, to improve the loyalty of the consumers. In this paper, by combining Oliver and Fan Chengxiu brand image model and mobile shopping client’s own characteristics, to establish a mobile phone shopping client brand image and customer loyalty research model, to find out what factors affect the degree of consumer loyalty in the brand image. In view of the influence factors, the author puts forward some suggestions on the construction of the brand image of the mobile phone shopping client, which promotes the construction of the brand image more perfect and mature.