The Analysis Of Buying Behavior Of Outdoor Products

In our country,outdoor is also regarded as a new movement.In recent years,with the improvement of people’s living standard and the pursuit of spiritual and cultural life,outdoor sports gradually show its unique market prospect and great economic value.A number of outdoor supply stores should also be born,forming a new market consumption point.Outdoor sports has become a kind of new social fashion sports and healthy lifestyle,universities,research institutions also gradually paid attention to the research of outdoor sports,and have been involved in sports,tourism,sociology,psychology,economics and management disciplines.However,from the research level of content,domestic and foreign research mainly focuses on basic theory and current status investigation.In terms of research method mainly USES the method of qualitative and descriptive research,little on empirical research,with the current international gradually using multidisciplinary,interdisciplinary research have larger gap.Therefore,outdoor sports need to be further improved in the depth and direction of research.Based on previous research,this paper makes an empirical study of outdoor products from the perspective of purchasing behavior.First,based on the theory of consumer buying behavior,it creates a model of the conduction path of the purchasing decisions of the consumers to purchase decisions.Then,under this model,follow the "sports participation-outdoor tendency degree-outdoor brand evaluation standard-purchase decision" the analysis of the layered progressive logic,by the method of normative analysis and empirical analysis,analysis the influence of the relationship between variables,the research of the transmission mechanism,and come to the conclusion that the following aspects: first,the improvement of sports participation can positively influence consumers buying decision.Second,the tendency of outdoor products is the response of consumers to external demand and internal expectations.Third,the willingness of consumers to buy is the intermediary variable between activity participation and purchasing decision.Fourthly,outdoor brand evaluation criterion is the intermediary variable between the tendency of outdoor goods and the purchase decision.Fifth,education has a positive regulating effect on product fashion,sports participation and purchasing decision.In the end,this paper puts forward the corresponding marketing strategy based on the overall analysis of the thesis: firstly,it attaches importance to brand construction.Second,improve the design and development ability.Thirdly,build a perfect marketing network.Fourth,strengthen consumer behavior analysis.