Behavior Based on Product Concept Learning

Abstract:

Form consumer learning perspective, a theoretical analysis of the structure of brand knowledge is gave. Product concepts will be transformed into knowledge nodes, association links and affective response which are stored in consumer memory. Consumer brand knowledge is composed of brand awareness, brand image and brand attitude. Data are collected from questionnaire. The structure of brand knowledge is confirmed by exploratory factor analysis. Form a binary logistic regression analysis of brand knowledge and consumer purchase behavior, it found that brand attitude is the main factor to predict and explain the purchase behavior based on product concepts.

• Periodical: Applied Mechanics and Materials (Volume 539)
• Pages: 931-938
• DOI: https://doi.org/10.4028/www.scientific.net/AMM.539.931
• Online since: July 2014
• Authors: Xiao Qing Song*, Xi Xiang Sun, Yan Yan He
• Keywords: Brand Attitude, Consumer Learning, Product Concept, Purchase Behavior

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