Examining Factors Affecting Chinese Consumers'Intentions and Changes in Purchasing Sports Products
This study aims to analyze the factors influencing Chinese consumers'intentions to purchase sports products and the changes in these factors after the outbreak of the COVID-19 pandemic.To achieve this research objective,the literature review,questionnaire survey,and mathematical statistics were used to organize,categorize,and verify the influencing factors after the COVID-19 pandemic.The results of the literature review showed that nineteen relevant factors were identified as influencing Chinese sports consumers'purchase intentions,and these factors could be reasonably categorized into intrinsic factors,environ-mental factors,and stimulus factors.A total of 635 valid consumer subjective evaluation samples related to these factors were collected using the questionnaire survey method.The structural equation model was used to conduct statistical analysis on this sample.The statistical results showed that intrinsic factors,environmental factors,and stimulus factors together constituted the three major factors influencing Chinese sports consumers'purchasing intentions.Among these factors,intrinsic factors were i-dentified as the primary factors.Furthermore,independent sample T-tests were conducted in this study to compare the factors before and after the outbreak of the COVID-19 pandemic.The results showed that all influencing factors had significant positive changes after the outbreak of the COVID-19 pandemic.
mass sport consumptionconsumption motivation factorspurchase intentionCOVID-19
NETL
NSTL
万方数据
