个体特征对青少年体育用品品牌购买意愿的影响研究
发布时间：2018-08-18 12:09
【摘要】：以成都市青少年消费者个性需求为自变量,产品态度为因变量,感知质量、情感价值为中介变量,运用结构方程模型,构建成都市青少年体育用品品牌购买意愿模型,并初步检验了青少年消费者个体特征与对国际体育品牌的态度的关联以及产品特定变量(如感知质量和情感价值)在消费者国际体育品牌和本地体育品牌购买意愿上的影响作用。研究发现:情感价值是影响消费者对国际体育品牌和本地体育品牌购买意向的一个重要因素,消费者对国际体育品牌感知质量和情感价值具有积极的影响作用,对本地品牌的感知质量和情感价值具有消极作用;个性需求对国际体育品牌态度具有正向作用。
[Abstract]:Taking the personality demand of the youth consumer as the independent variable, the product attitude as the dependent variable, the perceived quality and the emotional value as the intermediary variable, and using the structural equation model, the paper constructs the purchase intention model of Chengdu adolescent sports goods brand. The relationship between individual characteristics of adolescent consumers and attitude towards international sports brands and product specific variables (such as perceived quality and emotional value) in consumer international sports brands and local sports brands were also preliminarily tested. The influence of wish. It is found that emotional value is an important factor that affects consumers' intention to purchase international sports brands and local sports brands, and consumers have a positive effect on the perceived quality and emotional value of international sports brands. It has a negative effect on the perceived quality and emotional value of the local brand, and personality demand has a positive effect on the attitude of the international sports brand.
【作者单位】： 中国民航飞行学院体育部;
【分类号】：G812.45
[Abstract]:Taking the personality demand of the youth consumer as the independent variable, the product attitude as the dependent variable, the perceived quality and the emotional value as the intermediary variable, and using the structural equation model, the paper constructs the purchase intention model of Chengdu adolescent sports goods brand. The relationship between individual characteristics of adolescent consumers and attitude towards international sports brands and product specific variables (such as perceived quality and emotional value) in consumer international sports brands and local sports brands were also preliminarily tested. The influence of wish. It is found that emotional value is an important factor that affects consumers' intention to purchase international sports brands and local sports brands, and consumers have a positive effect on the perceived quality and emotional value of international sports brands. It has a negative effect on the perceived quality and emotional value of the local brand, and personality demand has a positive effect on the attitude of the international sports brand.
【作者单位】： 中国民航飞行学院体育部;
【分类号】：G812.45
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