A Study on the Influence of Brand Image on Consumers’ Purchase Intention—Based on IT Skills Training

Abstract

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.