新时代大学生国产运动品牌购买意愿的SEM实证研究——基于T市大学生的调查分析

SEM Empirical Study on College Students' Purchase Intention of DomesticSports Brands in the New Era Based on the Investigation of College Students in T City

研究目的:以“认知—情感—意动”为理论基础构建影响大学生国产运动品牌购买意愿的结构方程模型,探析感知价值、感知创新、促销推广、感知价值与购买意愿之间影响的内在机制。研究方法:运用文献资料法、专家访谈法、问卷调查法和数理统计法,对T市大学生国产运动品牌购买意愿进行SEM实证分析,运用Amos Graphics软件进行数据分析。研究结果表明:感知价值是影响大学生购买的首要因素;感知创新和促销推广通过感知价值的中介效应间接影响购买意愿;大学生群体偏爱知名度高、竞争力强的品牌,不再进行重复购买的原因主要集中在产品的品牌知名度、价格、外观设计、性价比等方面。最后,从产品策略、定价策略、渠道选择和促销策略四个方面提出对策建议。

The purpose of the study is to construct a structural equation model that influences college students'willingness to buy domestic sports brands based on the theory of"cognitive-emotional-intentional",and to analyze the intrinsic mechanism that influences the relationship between the perceived value,perceived innovation,promotion,perceived value and willingness to buy.Research Methods:The SEM empirical analysis of college students'willingness to buy domestic sports brands in T city was carried out by using the literature method,expert interview method,questionnaire survey method and mathematical and statistical method,and the data were analyzed by using Amos Graphics software.The results of the study show that:perceived value is the primary factor influencing college students'purchasing;perceived innovation and promotional promotion indirectly affect purchase intention through the mediating effect of perceived value;college student groups favor brands with high awareness and competitiveness,and the reasons for not making repeat purchases are mainly focused on the product's brand awareness,price,appearance design,and cost-effectiveness.Finally,countermeasures are proposed from four aspects:product strategy,pricing strategy,channel selection and promotion strategy.