An Empirical Study Of The Intermediary Brand Image With Perceived Quality Of Products On The Consumer’s Purchasing Behavior

In recent years, with the social progress and prosperity, great changes in people’s consumption concept has happened. People has different perceived quality to product,which need to spend a lot of time to search related information before making a purchase.The more expensive and valuable product, the longer considered of consumer and the search information is more detailed. When the actual quality of product and perception quality of the products is almost the same, he would not hesitate to buy this product,otherwise it will buy other goods. With the arrival of the brand economy, the researchers have realized the importance of brand theory, especially the brand image. Product quality is the survival of the enterprise and source development, then the brand image has more influence on consumer purchase behavior.Firstly, the paper reviews and analysis of the results with product perceived quality,brand image perception and consumer purchase behavior, then analysis the main research indirections in the three aspects, which provide theoretical support for the establishment of model.Secondly, to establish a conceptual model of the impact of brand image and consumer purchase behavior based on perceived product quality, put forward the corresponding theoretical assumptions.Thirdly, through surveys and test reliability and validity of date, descriptive statistics analysis and path analysis, the paper get the following conclusions:product perceived quality has a significantly positive influence on consumer behavior, brand image acted as a mediator between product perceived quality and consumer behavior,product image has a significantly positive influence on consumer behavior,service image has a significantly positive influence on consumer behavior, corporate image has a significantly positive influence on consumer behavior, visual image has a significantly positive influence on consumer behavior, user image has a significantly positive influence on consumer behavior.Finally, this paper has a certain theoretical guiding significance for enterprises toimprove product quality and enhance the brand image through empirical research.