SEM Empirical Study on College Students'Purchase Intention of Domestic Sports Brands in the New Era Based on the Investigation of College Students in T City
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 selec-tion and promotion strategy.
New Eradomestic sports brandsCognitive-Emotional-Intentional Theoryperceived valuemediating effect
NETL
NSTL
万方数据
