【摘要】：以成都市青少年消費(fèi)者個(gè)性需求為自變量,產(chǎn)品態(tài)度為因變量,感知質(zhì)量、情感價(jià)值為中介變量,運(yùn)用結(jié)構(gòu)方程模型,構(gòu)建成都市青少年體育用品品牌購買意愿模型,并初步檢驗(yàn)了青少年消費(fèi)者個(gè)體特征與對(duì)國際體育品牌的態(tài)度的關(guān)聯(lián)以及產(chǎn)品特定變量(如感知質(zhì)量和情感價(jià)值)在消費(fèi)者國際體育品牌和本地體育品牌購買意愿上的影響作用。研究發(fā)現(xiàn):情感價(jià)值是影響消費(fèi)者對(duì)國際體育品牌和本地體育品牌購買意向的一個(gè)重要因素,消費(fèi)者對(duì)國際體育品牌感知質(zhì)量和情感價(jià)值具有積極的影響作用,對(duì)本地品牌的感知質(zhì)量和情感價(jià)值具有消極作用;個(gè)性需求對(duì)國際體育品牌態(tài)度具有正向作用。
[Abstract]:Taking the personality demand of the youth consumer as the independent variable, the product attitude as the dependent variable, the perceived quality and the emotional value as the intermediary variable, and using the structural equation model, the paper constructs the purchase intention model of Chengdu adolescent sports goods brand. The relationship between individual characteristics of adolescent consumers and attitude towards international sports brands and product specific variables (such as perceived quality and emotional value) in consumer international sports brands and local sports brands were also preliminarily tested. The influence of wish. It is found that emotional value is an important factor that affects consumers' intention to purchase international sports brands and local sports brands, and consumers have a positive effect on the perceived quality and emotional value of international sports brands. It has a negative effect on the perceived quality and emotional value of the local brand, and personality demand has a positive effect on the attitude of the international sports brand.
【作者單位】： 中國民航飛行學(xué)院體育部;
【分類號(hào)】：G812.45

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本文編號(hào)：2189426