With the economic globalization, today’s global markets have been full of commodities from every country, geographic limitations and distance sense have gradually disappeared, and the competition between enterprises from each country has been increa... With the economic globalization, today’s global markets have been full of commodities from every country, geographic limitations and distance sense have gradually disappeared, and the competition between enterprises from each country has been increasingly fierce. Chinese domestic markets have showed the enormous demanding potentials, making the enterprises in every country of the world will not give up Chinese markets easily. For consumers, choose famous brands have more guarantees, so Samsung, Apple and Xiaomi smartphones can occupy the dominated market shares in the fiercely competitive Chinese markets. Brand is not only a brand, but also the intangible assets of competition for an enterprise. And the favorable brand image is the powerful weapon in the market competition, which deeply attracts consumers. The goal of this research is the effects of country, corporate and brand image on purchase intention-in Chinese markets, the adjusting effects of smartphone brand is the center. This collects data in the form of questionnaires, select three representative smartphone brands in three countries for comparison,and the investigated objects are Chinese consumers who have used Samsung, Apple, Xiaomi or have the purchase intention or purchase plan. In this , total 620 copies of questionnaires were released, of which 596 copies of effective questionnaires were collected. SPSS 22.0 and AMOS 22.0 were used for a hypothesis test and following results of study are produced. Chi-square difference method was applied to compare adjusting effects. The goal of this research is the effects of country, corporate and brand image on purchase intention-in Chinese markets, the adjusting effects of smartphone brand is the center. This collects data in the form of questionnaires, select three representative smartphone brands in three countries for comparison,and the investigated objects are Chinese consumers who have used Samsung, Apple, Xiaomi or have the purchase intention or purchase plan. In this , total 620 copies of questionnaires were released, of which 596 copies of effective questionnaires were collected. SPSS 22.0 and AMOS 22.0 were used for a hypothesis test and following results of study are produced. Chi-square difference method was applied to compare adjusting effects. In the results, hypothesis 1 to 4 are all founded, country, enterprise and brand image have all the positive effects on purchase intentions. In the process of adjusting effects, among the factors that influence the brand attitude of consumers, international image and brand image have no difference according to different brands. While purchasing different brands of smartphones, Chinese consumers do not pay attention to the country image of this brand, but focus on the brand image itself. In the process of buying mobile phones, consumer will decide whether they will buy because of brand attitude affected by different enterprise images of smartphone manufacturing enterprises. Samsung smartphone users pay the most attention to brand image, Xiaomi follows, and Apple users will not decide whether they will purchase smartphone due to the good or bad enterprise image. The limitation of this study is that among investigated objects, the general ratio of females aging from 20 to 30 is excessively great,but young people and females do not pay attention to political problems generally, so it may influence the general assessment of country image. The prices of products in every brand are different, and the characteristics of confronted groups are also different. Therefore, in the future research, except for noticing the representation of questionnaires, it should also choose the products with the same price level in the brands for comparison. ，韩语毕业论文，韩语论文范文 |
