摘 要：随着时代发展，大学生购买的决定性因素不但包括产品的自身属性，而且还包括大学生对其整体认知和感官。在竞争日益剧增的环境里，要在该市场有一席之地并站得住脚，不仅仅是对企业旗下产品自身各方面属性要求的重视，还是对品牌形象的企业管理和力度上的重视。作为企业的无形资产，良好的品牌形象能产生的社会影响力和利润等不可限量。

本文以手机品牌形象为主要研究内容，探究不同品牌手机的变量差异，以及各个维度对大学生购买意愿的影响，主要有产品形象、企业形象和个性化形象这三个维度。结合研究品牌形象的相关文献资料，调查对象为国内在校大学生，主要采用李克特量表测量，作问卷调查。主要结合网络调查、现场纸质调查和委托调查这三种方式，来发放和回收问卷。根据回收的有效问卷，作预调研、相关性分析等，主要运用SPSS软件做数据分析，检验下文研究中提出的各个假设是否成立以及各维度对因变量间的影响分析及佐证。

Abstract: With the development of the times, the decisive factors for the purchase of college students include not only the product's own attributes, but also the overall perception and sense of the university students. In an increasingly competitive environment, it is important to have a foothold in the market and not only to pay attention to the property requirements of the company's products, but also to the management of the brand image and the emphasis on the strength. As an intangible asset of a company, the social influence and profits that a good brand image can produce are limitless.

This paper takes the mobile phone brand image as the main research content, and explores the differences of the variables of different brands of mobile phones, and the influence of each dimension on the purchase intention of college students. The three dimensions are product image, corporate image and personalized image. Combining relevant literature data on brand image research, the survey respondents are university students in the country. They mainly use Likert scales to conduct surveys. The questionnaire is issued and collected mainly in three ways: online surveys, on-site paper surveys, and commissioned surveys. According to the valid questionnaires for recovery, pre-investigation, correlation analysis, etc., SPSS software is mainly used for data analysis to test whether the hypotheses put forward in the following studies are established and the impact of each dimension on the dependent variables is analyzed and corroborated.

关键词：品牌形象；大学生购买意愿；产品形象；企业形象；个性化形象

Keyword: Brand image; college students' purchase intention; product image; corporate image; personalized image

目 录

摘 要 2

1. 引言 5

1.1研究背景 5

1.2研究目的及意义 5

1.2.1研究目的 5

1.2.2研究意义 5

1.3研究内容和研究方法 5

1.3.1研究内容 5

1.3.2研究方法 6

2. 文献综述 6

2.1品牌概述 6

2.2 品牌形象 7

2.2.1品牌形象概念 7

2.2.2品牌形象构成与测量 7

2.3消费者购买意愿 8

2.3.1购买意愿概念 8

2.3.2购买意愿测量 8

2.4 品牌形象与购买意愿 8

3. 假设提出与模型构建 9

3.1品牌形象维度假设 9

3.2品牌形象与购买意愿关系假设 9

3.3假设总结与研究模型提出 10

4. 研究设计 10

4.1研究对象 10

4.2问卷设计 10

4.3各变量的定义 11

4.4各变量的测量 11

4.4.1品牌形象 11

4.4.2购买意愿 11

4.5 预调研 12

4.6量表的信度和效度分析 12

4.6.1品牌形象的信度和效度分析 12

4.6.2购买意愿的信度分析和效度分析 14

5. 实证分析 15

5.1 数据收集与描述分析 15

5.1.1样本特征的描述性统计分析 15