An Empirical Study On The Impact Of Laptop Brand Image On College Students' Purchasing Behavior

Now that notebook computer product renewal and replacement has become accelerated,product's life cycle has been reduced and the living standard has improved,the consumer's consumption concept and grade is changing continuously.These changes have brought great challenges to the survival and development of the enterprises in the notebook computer industry.It is also difficult for consumers to make effective purchase decisions in the face of diversified marketing means and various commodity displays.Therefore,studies on the influence of notebook computer brand images on consumer purchase behavior are more and more important,not only to help consumers to improve their brand and consumer environment awareness and help them to make informed decisions,but also to help enterprises allocate marketing resources more efficiently and improve the competitive power of their enterprise.Using the Biel brand image measurement model as the research foundation,brand image will be divided into three dimensions: corporate image,product image and user image.Using student consumers as the research object,a questionnaire survey will explore the influence of notebook computer brand image on the purchase behavior of College students.The SPSS22.0 software was used to analyze the reliability,validity and factor analysis of the questionnaire.By means of statistical and mathematical methods,inspection of notebook computer brand purchase behavior influence on College Students' consumer hypothesis,using quantitative model,draws the conclusion: the brand image of the three dimensions of corporate image,product image,user image has significant positive impact on consumer behavior;the influence of product image is the highest degree,the degree of the impact of corporate image the lowest.