体育用品品牌符号消费的结构方程分析——基于文化知识产权竞争优势的视角

Analysis on Brand Symbol Consumption of Sports Goods

为提高体育用品“中国制造”的竞争优势,强调自主品牌突出地位,采用文献资料法对体育用品符号消费和影响因素进行理论阐释,并提出假设。基于问卷调查法收集数据,基于探索性因子分析确定影响体育用品品牌消费的主要因子,并构建结构方程模型。结果表明,消费者个人禀赋、收入和对品牌属性的偏好均对体育用品品牌消费具有显著正向影响,并且体育品牌消费中存在符号互动。因此,应从上述角度赋予品牌独特的符号意义和文化特征,以构建我国体育用品行业的文化知识产权竞争优势。

In order to enhance competitive advantages of sports goods industry“Made in China”and emphasize the importance of self-owned brand,we analyzed sports goods consumption and its influence factors by using the method of literature consultation and put forward some hypothesis.Then by carrying out questionnaire survey,we collect data and conduct Exploratory Factor Analysis and Structural Equation Analysis to develop relation model of symbol consumption of sports goods brands and its influence factors.The results show that the individual characters,income and preferences for product attributes of consumers have positive influence on sports goods brands consumptions,and there is symbolic interaction in sports goods brands consumptions.It is suggested that we should develop special symbolic meaning and cultural characters for sports goods brands through the aspects mentioned above to build the knowledge property advantage of Chinese sports goods industry.