Brand Communication and Product Innovation Research

被引：0

作者：

Gu, Jin ^{[1
]}

机构：

[1] Beijing Univ Posts & Telecommun, Sch Automat, Beijing 100876, Peoples R China

来源：

2009 IEEE 10TH INTERNATIONAL CONFERENCE ON COMPUTER-AIDED INDUSTRIAL DESIGN & CONCEPTUAL DESIGN, VOLS 1-3: E-BUSINESS, CREATIVE DESIGN, MANUFACTURING - CAID&CD'2009 | 2009年

关键词：

Brand Communication; Sheep Mentality; Product Innovation Design;

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：

The influence of the brand communication and the innovation of product design by questionnaire investigation on consumers purchase willingness is studied using the factor analysis, correlation analysis, regression analysis and statistical theory with SPSS 16.0.The results show that the brand communication plays a significant role on effecting consumer's purchase willingness towards products with ordinary designed appearances, on the other hand, the effect towards products with innovatively designed appearance is not that obvious, it depends on the consumers' fondness for the innovative products.

引用

页码：451 / 455

页数：5

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