| 冰雪体育用品品牌形象对消费意愿的影响:基于双中介变量 |
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| 引用本文： | 唐曙鹏.冰雪体育用品品牌形象对消费意愿的影响:基于双中介变量[J].湖北体育科技,2021(3):211-217,278. |
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| 作者姓名： | 唐曙鹏 |
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| 作者单位： | 吉林体育学院 |
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| 摘 要： | 目的基于消费者心理层面,探析如何提升冰雪体育用品消费者的消费意愿,深度挖掘冰雪体育用品品牌形象与消费者消费意愿之间的影响路径关系,以及感知价值与信任在二者之间的影响机制。方法运用质性与量化研究方法。结果与结论1)企业形象、使用者形象、产品/服务形象、感知价值、信任以及消费意愿之间呈显著正相关关系;2)感知价值对信任具有正向影响作用,感知价值、信任对消费意愿具有正向影响作用;3)感知价值、信任以及感知价值和信任在品牌形象对消费意愿的影响关系中具有中介效应,并且均为部分中介效应。
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| 关 键 词： | 冰雪体育用品 品牌形象 消费意愿 双中介变量 体育产业 |
Effect of Brand Image of Winter Sports Products on Consumption Intention Based on Double Mediators |
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| TANG Shupeng.Effect of Brand Image of Winter Sports Products on Consumption Intention Based on Double Mediators[J].Journal of Hubei Sports Science,2021(3):211-217,278. |
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| Authors: | TANG Shupeng |
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| Institution: | (Jilin Sport University,Changchun Jilin,130022) |
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| Abstract: | Objective Based on the psychological level of consumers,this paper analyzes how to improve the consumption intention of winter sports products consumers,deeply excavates the influence path relationship between brand image and consumer consumption intention,and the influence mechanism between perceived value and trust.Methods Qualitative and quantitative research methods were used.Results and Conclusion 1)There is a significant positive correlation among corporate image,user image,product/service image,perceived value,trust and consumption intention.2)Perceived value has a positive effect on trust,and perceived value and trust have a positive effect on consumption intention.3)Perceived value,trust,perceived value and trust have mediating effects on the relationship between brand image and consumption intention,and they are all partial mediating effects. |
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| Keywords: | winter sports products brand image consumption willingness double mediators sports industry |
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