The Affect Of Enterprise Innovation Behavior On Brand Attitude And Purchase Intention

With the continuous expansion of the scale of China’s smartphone market, consumerdemand for smart phones increasing functionality of smartphones and varied, the majordomestic manufacturers of smart phones increasingly fierce battle for consumers. To gainmarket share first need to occupy the hearts of consumers, the fact that the main motivationdriving consumer spending that brand image, brand recognition is a prerequisite for thedevelopment of enterprises, enterprises should establish a good brand image, it should befrom the various efforts, business Innovation behavior is one of the crucial impact ofcorporate brand image factors, to make the enterprise has sufficient competitive advantagethey must establish a good brand image, so the innovation behavior of enterprises willundoubtedly become the inexhaustible power companies growing.I integrate relevant literature scholars on innovation behavior, brand image, brandattitude, purchase intent, etc., from the behavior of enterprise innovation, brand image,brand attitude and purchase intentions research framework identified in these areas, thebrand image of the fine reference and research to optimize the Bell brand image measurementmodel, exploratory hypotheses put forward in this paper. Using research methods developedin this study-study variables indicators smartphone features, by way of pre-surveyquestionnaire to further adjust and improve. Through market research data collection, dataanalysis using SPSS18.0software and AMOS17.0its empirical analysis using statisticalcharacteristics descriptive statistics to analyze samples through reliability test andconfirmatory factor analysis to ensure data reliability and good validity, the final analysis ofthe behavior of the mechanism of innovation, brand image, brand attitude and purchaseintention among the four structural equation modeling approach. Conclusion of the studyshowed that: innovation capacity for symbolic brand image, brand experiential, functionalbrand image has a significant positive correlation; symbolic brand image, brand image andrisk-oriented empirical significantly positive correlation, while the functional brand risk-oriented image and no significant positive correlation; symbolic brand image, brandexperiential, functional brand consumer purchase intentions for the three had significantpositive effects. Verified through structural equation hypothesis established or not, the smartphone companies develop marketing strategies provide the basis for the lack of academiacontinue to improve this study provides a basis for support, but also put forward a number offuture research directions for scholars to explore.