| With the development of China's economy,the standard of living of people continues to rise,and sports and fitness become a part of the life of most people.When sports become a trend,people's social activities around the movement also came into being,when people in the social media or sports fitness mobile phone applications for frequent exchange of information,consumers will be on the sports product The purchase intention has an impact.Therefore,it is necessary to explore how online sports social influence people's willingness to consume.Starting from the theory of consumer willingness,this paper explores the mechanism of the interaction between online social behavior and consumer willingness.It is found in the combing literature that body image may play an intermediary role in it.Based on the research and the in-depth interviews with users in this study,the representative dimensions of online sports social interaction are extracted: content receive and self-presentation,which are set as the independent variables of this study.The intention of sports consumption is dependent variable.Image as a mediator variable.In practice,a total of 356 valid questionnaires were collected,the reliability and validity of the questionnaire were analyzed by SPSS 22.0,and the structural equation model test was conducted by AMOS software.Through the results of empirical research,it is found that users' content receive and self-presentation in online sports socially affect their intention of sports consumption significantly,while body image not only directly affects the user's willingness of sports consumption,but also play an intermediary role between user's self-presentation and willingness of sports consumption.Based on the results of empirical research,the author put forward corresponding marketing suggestions in order to provide reference for the expansion of marketing activities in the sports industry. |
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