Domestic Awareness And Brand Attachment To Consumer Sporting Goods Brands Study On The Influence Of Purchase Intentionhe Influence Of Purchase Intention

With the development trend of economic globalization,large sports events in the Olympic Games show great business opportunities,sports goods brands rise rapidly,the domestic demand for sports consumption market is expanding day by day.Wave of made in China is already the rest of the world,with the acceleration of economic globalization in the world today,at present our country is vigorously implement the strategy of "manufacturing power",the local brands in China’s rapid emergence and speed up structural adjustment of the supply side of era background,how to strengthen the consciousness of Chinese consumers,and strengthen the consumption of local brand attachment,so as to enlarge the consumption market of domestic brands,enhance consumer purchase intention of local brands will become an important part of the thesis.Since the founding of new China 70 years ago,under the background that China is gradually moving from a manufacturing power to a manufacturing power,the awareness of domestic goods and the attachment of local brands will have an important impact on consumers’ purchase intention.As the subjective factors of consumer groups have an increasingly prominent influence on the purchase intention,the research on the consumption consciousness of local sports brands in China in this paper can provide a powerful basis for the marketing countermeasures of enterprises.This article USES the literature data method,the questionnaire survey method,the mathematical statistics method carries on the research,points out the consumer behavior theory and the brand attachment correlation theory.First of all,this paper combs and summarizes the relevant literature to construct the theoretical model of domestic goods awareness,brand attachment,brand preference,herd mentality and consumer purchase intention.The mediating variable of brand preference was added between the independent variables of brand attachment and domestic goods awareness and consumers’ purchase intention of sporting goods,while the moderating variable of conformity psychology was added between domestic goods awareness and purchase intention.Secondly,the previous maturity scale was selected for questionnaire design and pre-survey was conducted after the questionnaire was recovered.Finally,formal questionnaires were issued to collect data for reliability and validity analysis,correlation analysis and hypothesis verification.According to the conclusions,feasible Suggestions were put forward for Sports goods brands in China,providing reference value for future related studies.Research conclusion:(1)the Chinese consciousness of consumers to purchase domestic sports goods brand will have a significant positive influence,based on national pride of the Chinese sports goods enterprises grasp consumers and based on the national sense of crisis consciousness of Chinese mental consciousness,can strengthen the infiltration of cultural factors in the sports brand to promote consumers to buy.(2)Brand attachment has a significant positive impact on purchase intention,and grasping the reflection of emotional connection and self-connection in sports brands promotes consumers to have a significant positive attachment to sports brand preference.(3)Brand preference plays an intermediary role in brand attachment and consumers’ purchase intention.Therefore,sports goods brand enterprises can pay more attention to improving brand power so as to promote consumers’ purchase intention.Besides,brand preference plays an intermediary role between domestic goods awareness and purchase intention,which can continuously strengthen the internal and external attributes of domestic sports goods,gradually improve consumers’ recognition of products,and further strengthen consumers’ preference for domestic sports goods and promote consumers’ purchase intention.(4)Conformity psychology plays a significant role in regulating purchase intention.Local sports brand enterprises expand channels to enhance the publicity of sports brands and seize the conformity psychology of consumers to promote their purchase intention.