Research On The Influence Of Mobile Phone Brand Image On Consumers' Willingness To Purchase

It has been30years since China’s economy reformed, with the deepening of economic reform, great changes occurred in Chinese consumer environment. The rapid growth of consumer income, consumption structure and ability got continuous improvement, consumer have increasingly concerned about the quality and image of products. Meanwhile, with China’s accession to the WTO, the domestic market and the international markets get merged, market competition has become fierce. So domestic enterprises should not only consolidate the existing domestic market position, but also expand the international market, and compet against multinational corporations. Howhere many domestic enterprises have few effective method to compet. simple price war has lost its power. Facing internal and external, in order to survive and develop, voice of promote chinese business brand and image building growing louder and louder.With the come of emotional consumption, whether consumers buy products not only lies in the product itself, but also in the assets of the entire brand perception. Enterprises should attach importance to the development and promotion of product function, but also strengthen the management of brand image.At the same time, with the rise of e-commerce. More and more consumers changed their traditional shopping patterns to buy on the Internet trading platform, The enterprise should give attention to network shopping.This paper aims to discuss the connotation and dimensions of the brand image, and study on the relationship between brand image and purchase intention of consumers. Found that whether consumers’ perceived risk of online shopping is significant moderating effect? The empirical results show that, The personality of the brand and corporate image has a significant positive effect on consumer purchase intention, consumers’ perceived risk of online shopping plays a regulatory role between the brand image and consumer willingness.