THE INFLUENCE OF MOBILE PHONE BRAND PERSONALITY ON CONSUMER PURCHASE INTENTION

Abstract

This paper explored the brand personality of popular smartphones from the viewpoint of the consumer’s perception on the basis of extensive study, both at home and abroad, in which there were six dimensions: REN, ZHI, YONG, LE, YA, and XIN. Then, a model about the influence of the smartphone’s six dimensions of brand personality was built, and Nanjing City was selected for conducting a questionnaire survey. From the screening statistics, 492 valid questionnaires were collected, and the empirical findings corresponded to the statistical analysis. The results showed that the measurement scale had good reliability and validity, and six independent variables of the regression equation could explain 56.4% of the dependent variables. The six dimensions of brand personality on brand preference had a significant effect, which the positive effect impact weights were 0.332, 0.324, 0.228, 0.264, 0.322, and 0.276, respectively. Then, the demographic variables of age, occupation, and monthly consumption were explored that showed significant differences on the consumer’s perception of brand personality through one-way ANOVA analysis. On the other hand, gender, age, occupation, monthly consumption, and the smartphone brands displayed significant differences on the consumer’s brand preference. Finally, appropriate management recommendations were proposed for the smartphone
manufacturers to provide some inspiration for building effective brand personality and cultivating consumer brand preference.