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.
维普
万方数据