The Research On Path Of Self-construal To Brand Preference From The Perspective Of Symbolic Benefit

With the rapid development of market economy, product category is becoming rich, product homogeneity is more and more serious as well. The choice of consumer not only depend on the function attributes, but the acquisition of symbolic benefit has been one of the premise for decision, even affects the formation of brand preference. Many companies have been aware of this, and they try to attach symbolic meaning to brand to gain more cosumers and finally get consumer love.However, the psychological factors behind symbolic benfit have few attention, the self has an inseparable relationship with the symbolic consumption, so do the study of the influence of self on symbolic benefit and brand preference, not only has abundant theoretical significance, but also provide a reference for marketing practice.Based on the lack of attention of the relationshipbetween self-construal and symbolic benefit, the study treats symbolic benefit as center, self-construal as the antecedent, brand preference as outcome variable, constructs the relationshiop modle of self-construal, symbolic benefit and brand preference on the basis of relevant theories and literature.And take mobile phone as example, use mature measurement scale which are adjusted according to the study to form the final questionnaire. The questionnaires are completed by the platform of Sojump, firstly we condut pre-investigation, and get the data to check the reliability and validity,then revise the questionnaire.Secondly, conduct the survey on a lage scale, hand out 350 copies, and get 316 valid questionnaires. In the empirical analysis, we use SPSS 18.0 to make variance analysis for the background variables and relevant variables in the model,the results show that the country of origin and the brand of mobile phone have different influence on symbolic benefit and brand preference; the type of professional has different influence on prestige benefit. By smartpls2.0 to check the structural equation model and the hypothesis, the results show that independent self and the interdependent self has a positive effect on self expression benefit; Interdependent self has a positive effect on social benefit; the impact of Independent self and the interdependent self on social benefit is different; Prestige benefit and self expression benefit affect brand preference positively, but social benefit has no significant influence on brand preference. By the regression analysis in the SPSS 18.0, the study found that the symbolic benefit medirate the relationship between self-construal and brand preference. Finally, the study gives some management implications and research limitations and prospects according to theconclusion of the study.