自我概念一致性与功能一致性对体育用品品牌重购行为的影响研究

Study on the Effects of Self-Congruity and Functional Congruity on Customer Repurchase Intention for Sports Goods

基于工具-象征理论框架,本文将体育用品品牌重购行为的影响因素划分为自我概念一致性和功能一致性,构建了自我概念一致性、功能一致性、品牌关系质量和体育用品品牌重购行为的关系模型,并采用结构方程模型的方法,验证了该模型。研究表明:自我概念一致性和功能一致性都对体育用品重购行为有显著积极影响;自我概念一致性对功能一致性有显著积极影响;品牌关系质量在自我概念一致性-品牌重购行为、功能一致性-品牌重购行为间起到了部分中介作用。研究结果进一步完善和丰富了体育用品重购行为理论,也为体育用品品牌营销提供了有效的方向性指导。

Based on the instrumental -symbolic framework, this paper divides the factors influencing repurchase behavior of sports brand goods into self - congruity and functional congruity, and constructs a correlation model between repurchase intention and self - congruity, functional congruity, and brand relation quality. Structural equation modeling is used to test the model. The results show that both self - congruity and functional congruity have positive influence on repurchase behavior of sports goods ; self - congruity has a significant positive influ- ence on functional congruity ; brand relation quality play a partial mediating role between self - congruity and brand repurchase behavior, and between functional congruity and brand repurchase behavior. The results improve and enrich the sports goods repurchase theory, and provide effective guidance for sports goods marketing direction.