摘要
以本土体育用品品牌为研究对象,通过建构回归模型和Bootstrap分析方法,探讨品牌形象对购买意愿的影响,以及感知价值在该过程中的中介作用,为本土体育用品企业制定品牌策略提供有效依据。实证研究结果表明:品牌表现、企业形象、品牌个性均对消费者感知价值和购买意愿有显著正向影响;效用价值、情感价值、社会价值对消费者购买意愿有显著正向影响;感知价值在品牌表现、企业形象、品牌个性对消费者购买意愿的影响中起部分中介作用。
Taking domestic sporting goods brands as the research object,this paper discussed the influence of brand image on purchase intention and the mediating role of perceived value among this process by constructing regression model and Bootstrap analysis method.The empirical results showed that brand performance,corporate image and brand personality have a significant and positive influence on consumers'perceived value and purchase intention;Utility value,emotional value and social value have a significant and positive influence on consumers'purchase intention;Perceived value plays a partial mediating role in the influence of brand performance,corporate image and brand personality on consumers'purchase intention.
作者
尹朝晖
YIN Zhaohui(Shanghai University of Sport,Shanghai 200438,China)
出处
《山东体育科技》
2022年第3期29-36,共8页
Shandong Sports Science & Technology
