| With the progress of economic and social development and the prosperity of culture,the value created by the sports industry has been increasing year by year in the share of the gross national product.As an important component of the sports industry,sales of sporting goods are influenced by a combination of factors.Consumers are not only driven by the intrinsic need to use sports accessories,but also weigh the influence of national product awareness and origin effect due to the different countries of production and origin.Sports goods produced in different countries and places of origin will form a diverse brand effect in the long-term development,which will have a direct impact on consumers’ willingness to buy.In order to overcome the unfavorable situation of foreign brand invasion,lack of domestic sales momentum and weaker market demand of sporting goods in China today,it is necessary to carry out research on the mechanism and mechanism affecting consumers’ willingness to purchase,so as to clarify the impact of more subjective awareness,such as national product awareness and origin effect,on consumers’ willingness to purchase sporting goods,and whether brand identity plays a moderating role in the process of such impact.The study will clarify whether brand identity plays a moderating role in this process.Based on the study of related issues,it is conducive to the development of sports industry policies that match the psychological needs of consumers’ purchases,thus laying a theoretical foundation for the development of sports in China.Through the study of related literature,this paper concludes that the subjective factors influencing consumers’ willingness to purchase sporting goods mainly focus on two aspects,namely,national product awareness and brand origin effect,while national product awareness and origin effect have a positive effect on consumers’ willingness to purchase through the intermediate variable of brand identity.On this basis,in order to analyze the influence of national product awareness and origin effect on consumers’ willingness to purchase sporting goods and the moderating effect of brand identity,this paper constructs a theoretical model of the factors influencing consumers’ willingness to purchase,puts forward the hypothesis about the positive influence between national product awareness and willingness to purchase,brand identity and purchase opinion,and the moderating effect of brand identity,and adopts a pre-research-amendment questionnaire-research strategy to design a questionnaire and a survey.The data collected were analyzed by principal component analysis,and the positive effects of two subjective factors,namely,national product awareness and origin effect,on consumers’ willingness to purchase sporting goods and the moderating effect of brand identity on the formation of national product awareness and origin effect in consumers’ willingness to purchase were finally verified.The moderating effect of brand identity on the formation of consumer purchase intention.The specific findings of the study are as follows.(4)This paper establishes the regression relationship between the awareness of national products,origin effect and consumers’ willingness to purchase sports goods by means of empirical analysis and data fitting,tests the moderating effect of brand identity,and realizes the hypothesis testing of the willingness to purchase sports goods from the perspective of quantitative analysis,and the conclusions obtained have stronger credibility and are consistent with the basic psychology of Chinese consumers,which provides a solid basis for the development of national sports industry and the formulation of industrial upgrading plan.This provides a solid foundation for the development of the national sports industry and the formulation of industrial upgrading plans.Based on the above conclusions,this paper puts forward the following marketing management suggestions for sporting goods design,production and sales manufacturers:(1)to preach to consumers the advantages of national products,establish a good image of domestic sporting goods,and guide consumers to establish a healthy awareness of national products;(2)to pay attention to product quality and focus on consumers’ functional needs;(3)to pay attention to changes in consumers’ emotional needs and enhance emotional ties with consumers;(4)to pay attention to their own brand image and develop a scientific and reasonable brand building strategy. |
