Cluster Brand Image On Consumer Purchase Intention To Influence The Empirical Analysis

With the acceleration of economic globalization, the impetus of Industrial Clusters to the development of provincial economy has become more and more obvious. The noticeable phenomenon of specialized Industrial Clusters, especially in some developed countries, has exercised great influence worldwide. Meanwhile, during the process of development and perfection of Industrial Clusters, a large number of cluster-brandings have taken shape. Cluster-bandings have great brand effect that single brands cannot compare and competitive advantages that cannot be imitated.However, studies on cluster-branding are mostly at a macro and theoretical level at home currently, which lacks researches about influences and effects that cluster-branding image has on customer behavior from the customer point of view. In empirical aspect, most studies adopt qualitative investigation. Even quantitative study is adopted, attention is mainly paid to a certain area or one single cluster-banding, which lacks reference and comparison.Therefore, introducing perceived quality as intermediate variable, product knowledge and customer involvement as regulated variable, this dissertation attempts to study the effect that cluster-branding image has on customer buying inclination from the customer point of view. Arrangement and induction of literature research on cluster-banding and customer behavior is applied as foundation. Effect theory of country of origin / place of origin is used as a source of reference.Experimentation is applied in the study of three objects of different cluster-bandings such as"Jing De Zhen—China's Town of Porcelain","Jin Jiang—China's Town of Shoes"and"Zhong Guan-cun—China's silicon valley". The assumption is tested through statistical analysis technique as two-paired-t-sample test, Pearsonian correlation, and regression analysis.The conclusion of the study is as follows: cluster-branding image has significant influence on product perceived quality; customer buying inclination of cluster-branding product is positively correlated to product perceived quality, the intermediation of product perceived quality is completely evident; cluster-branding image influences customer buying inclination through product perceived quality; the less knowledge customer has in the product, the more significant influence cluster-branding image has on product perceived quality; the more involved customer gets, the more significant influence cluster-branding image has on product perceived quality. Combined with interview after experiment, a few suggestions on the reinforcement of cluster-branding image are also put forward.There are two innovative points in this dissertation. The first is the selection of an original subject. Study of the influence that cluster-banding image has on customer buying inclination from the customer point of view is a blank field so far. The research is a complementarity to the research field of cluster-banding. The second is the analysis of the influence that cluster-banding image has on customer buying inclination through experimentation, and review the intermediation and control response of product perceived quality, product knowledge, and customer involvement, in the influence that cluster-banding image has on customer buying inclination.From practical value's perspective, the result of the study proves that cluster-branding image has a certain influence on customer product perceived quality and buying inclination, and provides theoretical foundation and practical suggestions for enterprises to utilize cluster-branding as a sub-lever.