The Influence Of Consciousness Of Face And Group Psychology On Xi’an Consumers’ Willingness To Purchase Sporting Goods Brands

As the trend of economic globalization becomes more and more obvious,consumers ’consumption pattern is changing imperceptibly,and there are more and more brands with the choice of consumers in the market.However,this trend does not mean that consumers’ willingness to buy is still influenced by many subjective factors.With the development of China’s economy,how to promote and attract consumers has become a big problem.Brands can not meet the growing demand of consumers by improving their own quality,value for money and popularity.In the face of brand choice,Chinese consumers are increasingly influenced by their own ostentation or by their friends.It is necessary to study the influence of face consciousness and conformity mentality on consumer’s intention to buy.Firstly,this paper makes use of the literature method to carry on the existing literature,collating and pointing out the consciousness of face and the theory of herd psychology.Under the background of Chinese traditional culture,the consciousness of face and the mentality of conformity also have an important influence on consumer’s consumption.Based on this background,in order to understand more fully the consumer’s intention to buy,we need to study the influence of face awareness and conformity psychology on consumer’s intention to buy.Secondly,through descriptive analysis,the age,sex,income and consumption data of Sportswear brand Xi’an were analyzed.Through literature analysis,we divide the variables such as face consciousness and conformity psychology into dimensions,and make assumptions about the influence between variables.Based on the actual situation of the questionnaire,this paper uses factor analysis and regression analysis to explore the influence of two independent variables,face consciousness and herd psychology,on the willingness of consumer sporting goods brands to buy foreign brands.Further use of regression analysis to explore the influence of face consciousness and conformity psychology on the willingness of consumer sporting goods brands to buy foreign brands after adding brand characteristics as adjusting variables.Finally,the significance of the influence of every dimension and variable on the consumer’s purchase intention is analyzed.Summarize the problems of face consciousness and conformity psychology on consumer’s intention to buy,and give corresponding suggestions,and provide some reference for future research.The final findings of the study indicate that:(1)When consumers choose a brand,consumers with a strong sense of face will be more likely to buy sports brands abroad in order to get praise from others or because of their ostentation.In order to reduce thenegative evaluation of others,consumers who are more conscious of protecting face will more easily choose to buy sports products brands abroad;(2)When consumers choose a brand,and when other people or groups accompany them in the consumer environment,consumers with a higher standard of conformity will be more likely to choose overseas sports products brands in order to show fit or have harmonious relationships;The consumers with strong information mentality can get information through other people’s introduction and so on.(3)When the brand of sports goods is well known,it will play a positive role in regulating the relationship between consumer face awareness and the willingness to buy foreign brands.(4)When the quality of sporting goods brands is high,it will play a positive role in regulating the relationship between consumer conformity and the willingness to buy foreign brands.