The Research on the Influence of Foreign Sport Shoes Brand Image on Chinese Consumers'Purchase Intention
By means of questionnaire survey and empirical analysis,and Biel model,this paper discusses the influence of foreign sports shoes brand image on Chinese consumers'purchase intention,and the moderating effect of self-consistency.Using SPSS 22.0 and AMOS 24.0 software to make empirical analysis,the results show that consumers'purchase intention is positively influenced by brand image and self-consistency of sports shoes,and self-consistency plays an intermediary role between purchase intention and brand image.
万方数据
维普
