Based on the"stimulus-individual physiological/psychological response"model,through literature analysis,five di-mensions of domestic sportswear brand marketing design strategy,functional strategy,promotion strategy,image strategy and experience strategy are divided as stimuli that affect purchase intention.Then a theoretical model is built by introducing social identity(cognitive identity,evaluation identity,national identity)as the intermediary variable and purchase intention as the dependent variable.Data were collected by sending out electronic questionnaires,and spss and process linear regression were used to verify the relationship between the three.The results show that functional strategy,promotion strategy,image strategy and ex-perience strategy all have positive effects on consumers'purchase intention.The cognitive identity plays a partial mediating effect between functional strategy,image strategy and experience strategy and consumers'purchase intention.Evaluation identity plays a complete mediating effect between design strategy and purchase intention,while evaluation identity plays a partial mediating ef-fect between promotion strategy,functional strategy and purchase intention.National identity plays a complete mediating effect between design strategy and purchase intention,and plays a partial mediating effect between functional strategy,promotion strategy,image strategy,experience strategy and purchase intention.
维普
万方数据