An Empirical Study On The Impact Of Brand Image On Consumers' Purchase Intention In The Study Abroad Training Industry

Along with the improvement of our country economy level and people's life quality,whether to travel abroad or study abroad,there are more and more people want to go abroad and to widen horizons.Increase as the number of people who choose to study abroad,study abroad training industry developing and becoming more and more popular.In spite of the rapid increase of the study abroad training institutions in recent years,the institutions in china attaches great importance to the business,despise brand.Due to the awareness of brand building is not strong,study abroad training industry emerged lack of brand image,brand positioning fuzzy and brand communication power weakening,and so on questions,and extend out a lot of bad phenomena in the industry.Visible,it is particularly important to the establishment of brand image has already begun in the area of study abroad training industry.This paper combined with the BELL Brand image model and the characteristics of the industry,we established the brand image of measurement model.which are respectively from the enterprise image,service image,user image,the symbol image.We analyze the influence of brand image on consumer purchase intention from these four aspects.Then according brand image formation and the questionnaire,using the data and the data analysis software SPSS19.0,I analysis the relationship of the study abroad training industry brand image and consumer purchase intention.And I used descriptive analysis,validity analysis,factor analysis,correlation analysis,regression analysis and a series of analysis results the research conclusion.Finally came to the conclusion that the enterprise brand image,service image and symbolic image has a significant impact on consumer purchase intention,while the user image on consumer purchase intention is not that significant effect.I hope to help the study abroad training industry to shaping brand image on the right way in the future,and to make the direction of study in training industry is more accurate from the consumer will,so as to improve the core competitiveness of training industry organizations.In this paper,there are two aspects of innovative research.on the one hand,the paper got away from the consumer research on the real industry,but cheese the study abroad training such a service industry,at the same time this paper focus in the students in the industry of Shenzhen,so as to know their the relationship of the consumer behavior and brand image of the service industry.On the other hand,in the process of research,the industry characteristics of innovation based on the research the four dimensions of brand image,which are respectively from the enterprise image,service image,user image,the symbol image.