The Research Of College Sports Event Sponsor Brand Image To College Students On The Impact Of Purchase Intention

With the clear statement of the development goals of the sports industry in the 13th Five-Year Plan,the status of the sports industry in the national economy has gradually increased,and the sports industry has gradually become a new hot spot for sports research.Sports sponsorship has an important strategic position in the development of the sports industry,and it provides a constant source of power for the vigorous development of the sports industry.The target group of college sports sponsors brand marketing is the special consumer group of college students.As the main force of sports consumption in China,the consumption behavior of college students is related to the development of the future sports industry.Due to the particularity of the sports system in China’s colleges and universities,there are many problems in the development of college sports sponsorship,which is directly related to the purchase intention of college students and ultimately affects the purchase behavior.Studies have shown that brand image is closely related to consumers’ purchasing intentions.Therefore,this study intends to explore from the perspective of sports industry and consumer psychology,and conduct research on college students’ consumers with the theme of college sports sponsors’ brand image and purchase intention.Based on the above considerations,this paper builds the research model of this research based on the existing research theories and research models,and uses the questionnaire method as the main research method to explore the relationship between the brand image of college sports sponsors and the purchase intention of college students.Research indicates:(1)In terms of gender,there are significant differences in the variables of this study.Female college students’ evaluation of brand image,behavioral attitude,subjective norms and purchasing intentions of college sponsors is higher than that of male college students.Male college students have high control over perceived behavior.In female students,in addition to perceived behavior control,there are significant differences in other variables.The more disposable income of college students,the higher the evaluation of these variables.In the frequency of exercise,the perceived behavior control is significant.Differences,college students with 2-4 times of weekly exercise have the highest evaluation of perceived behavior control;in the degree of attention,there are significant differences in subjective norms,perceived behavioral control and purchasing intentions.The higher the level of attention of the competition,the subjective The higher the evaluation of norms,perceived behavioral controls,and purchase intentions.(2)The product image and user image of college sports event sponsors are significantly and positively related to the purchase intention of college students.The corporate image and user image are significantly positively correlated with the behavioral attitudes of college students.The three dimensions of brand image and the subjective attitude of college students The norms are significantly and positively correlated,and the behavioral attitudes,subjective norms and perceived behavioral control of college students are significantly positively correlated with their purchasing intentions.(3)Subjective norms play a partial intermediary role in product image,user image and college students’ purchasing intention.Behavioral attitude plays a partial intermediary role in user image and college students’ purchasing intention,that is,user image can influence behavioral attitude and Subjective norms indirectly affect college students’ purchasing intentions,and product image can indirectly affect college students’purchasing intentions by influencing subjective norms.