A Study on the Influence of Brand Image on Consumers' Purchase Intention-Based on IT Skills Training

被引：0
|
作者：
Chi, Ying-qing [1 ]
Zhu, Jia-li [1 ]
Yan, Zhong-jiao [1 ]
机构：
[1] Jiangxi Normal Univ, Sch Business, Nanchang 330022, Peoples R China
来源：
2016 INTERNATIONAL CONFERENCE ON INFORMATICS, MANAGEMENT ENGINEERING AND INDUSTRIAL APPLICATION (IMEIA 2016) | 2016年
关键词：
Brand image; Purchase intention; IT skills training;
D O I：
暂无
中图分类号：
TP39 [计算机的应用];
学科分类号：
081203 ; 0835 ;
摘要：
Many IT skills training institutions in our country have ignored the creation of the image of brand in the fierce competition, which would lead to the operating crisis. This study is based on the previous research, variables and scales, and does the analysis from four aspects including corporate image, service image, humanity image and signal image, by using SPSS. According to the study, all of the corporate image, service image, humanity image and signal image have positive impact on consumer purchase intention, among which the impact of service image is largest, and that of humanity image is least.
引用
收藏
页码：159 / 163
页数：5
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