Empirical Research On Smartphone Brand Image Affecting University Students’ Purchase Intention In Shenyang

College students are pioneers in the smartphone consumers. When they choose high-end smartphones, they not only pay attention to the functional value, but also are concerned about the symbolic value following smartphones. They attempt to show their personalities by the product image. What the consumers purchase, is not just a smartphones but also the brand image connected with them, which is playing an important role in influencing purchasing behavior. Therefore, it is an important factor that the domestic enterprises are lack of clear brand image.Firstly, the paper has combed the literature of brand, brand image and purchase intention. Secondly, based on Biel Model, it has established the relationship theory model of corporate image, product or service image, user image and purchase intention. Thirdly, it has finished the initial scale by interview and previous studies, and gained the final scale through presurvey and adjustment of the questions. Finally, it has applied SPSS18.0and AMOS7.0to analysis data and obtained tested pre-hypothesis.The empirical results have showed, the three dimensions of smartphones brand image all have positive effects on purchase intention. Product or service image plays the partial of the intermediary role in the relationship between corporate image and user image. Education level and consumption level both have a significant difference on purchase intention, as consumer background variables.At the end of the paper, it has summed and explained the results and supplied opinions and suggestions to domestic main smartphone firms about fashioning brand image, while summing the lack of the article and directing the future research.