体育品牌刻板印象对消费者购买意愿的影响研究

The Impact of Stereotypical Perceptions of Sports Brands on Consumer Purchase Intentions

以消费者的购买意愿为研究对象,采用问卷调查的方法,利用SPSS26.0软件对277个样本进行分析并得出结论:消费者在选择体育产品的过程中,品牌刻板印象显著影响消费者的购买意愿,其中消费者对于国外体育产品的购买意愿更强,其次分别是品牌能力、受教育程度显著正向影响着消费者的购买意愿,其中受教育程度与品牌温暖程度显著反向影响程度,当产品与中国元素较好融合之后,消费者购买意愿也会显著增强。

Consumer purchasing intentions were investigated, focusing on the influence of brand stereotypes on consumer behavior in the selection of sports products. A questionnaire survey was conducted, and data from 277 samples were analyzed using SPSS 26.0 software. The results indicate that brand stereotypes significantly affect consumer purchasing intentions in the process of selecting sports products. Particularly, consumers demonstrate a stronger willingness to purchase foreign sports products. Additionally, brand competence and level of education positively influence consumer purchasing intentions. However, education level and brand warmth exhibit a significant inverse relationship with consumer purchasing intentions. Furthermore, when products are well integrated with Chinese elements, consumer purchasing intentions are significantly enhanced.