体育用品网络营销中消费意愿模型与路径影响研究

Research on Consumption Intention Model and Path Impact in Sports Goods Online Marketing

运用文献资料法、逻辑分析法、调查法和数理统计法,对体育用品网络营销过程中消费者的消费动机、感知风险与消费意愿的关系进行分析。在前人研究的基础上提出假设,并将便利性、社会性、经济性、信息性归纳为消费动机的影响因素,服务质量、产品质量、产品运输、信息安全为感知风险的影响因素,消费态度、消费频率、消费程度为消费意愿的影响因素,同时构建了路径结构方程模型。通过量化分析方法对假设和模型进行验证分析,结果显示,体育用品网络营销中消费者的消费动机对消费意愿有正向影响,而感知风险有负向影响。最后从销售平台建设、信息发布、物流管理和信息安全等方面,提出商家的营销策略。

By using the methods of documentation,logical analysis,investigation and mathematical statistics,this paper analyses the relationship between consumers’consumption motivation,perceived risk and consumption intention in the process of online marketing of sports goods.On the basis of previous studies,this paper puts forward hypotheses and concludes convenience,sociality,economy and informativeness as the influencing factors of consumption motivation.Service quality,product quality,product delivery and information security are the influencing factors of perceived risk.Consumption attitude,consumption frequency and consumption degree are the influencing factors of consumption intention.At the same time,the path structural equation model is constructed.The hypothesis and model are validated and analyzed by quantitative analysis method.The results show that consumers’consumption motivation has a positive impact on consumption intention,while perceived risk has a negative impact.Finally,from the aspects of sales platform construction,information release,logistics management and information security,the marketing strategy of the merchants is put forward.