The Influence On College Students’ Purchase Intention Of Sporting Goods Brand Personality

As more and more customers pay attention to personalized consumption, the brand personality are playing an increasingly important role in the enterprise’s competition and the brand personality is growing significantly theoretical and practical significance. In view of the existing brand personality dimensions in have limitations when applied to sports goods brand personality, this study is given priority to with local dimensions, both related to the dimension research of scholars at home and abroad, combining with the characteristics of sports products and built a preliminary model can explain sporting goods brand personality traits.Article used the literature material method, expert interview method, case analysis and mathematical statistics method built a sporting goods brand personality measurement model, the process of building a model, by using the method of expert interview, random sampling survey to obtain firsthand data, using the average method, correlation analysis and factor analysis, the amendment will be sporting goods brand personality with "mercy", "wisdom", "courageous", "joy", "grace", "competition", "innovation" dimensions of classification and generalization. Studies by Anta sports products, the sporting goods brand personality fit of the measurement model for testing and to study its correlation with consumer purchase intention.Through the above analysis, the conclusions are as follows:1.In this paper, the mathematical models of sporting goods brand personality dimensions including "mercy", "wisdom", "courageous", "joy", "grace", "competition", "innovation" seven dimensions and 48 personality words. The "mercy" dimension contains "honest", "smart", "cheerful", "loyalty" and "exciting"; The "wisdom" dimension contains "credible", "professional" and "authority";The "courageous" dimension contains "brave", "decisive" and "dynamic"; The "joy" dimension contains "fashion", "cool", and "confidence"; The "grace" dimension contains "grade", "decent" and "attractive"; The "competition" dimension contains "perseverance", "stubborn", "progress"; The "innovation" contains "trendy", "high-tech", "enterprising" and so on.2. Sporting goods brand personality measurement model was constructed in anta sports products and li ning sports goods brand has high applicability.3. Investigation of sporting goods brand personality dimensions of cognitive differences, especially the "race" and "elegant" differences between these two dimensions is bigger, and sporting goods for the purpose of "purchase"and "monthly disposable income"is the biggest influence factors cause difference.4. Sporting goods brand image, the more distinctive brand personality characteristics influence on consumer purchase intention, the greater the sometimes even decisive role; Sporting goods in the "hink tank", "competition", "new", "music" the four dimensions of consumer purchase intention have significant positive correlation relationship; Sporting goods on "benevolence" is not obvious.Suggestions are as follows:1. The selection of the brand personality dimensions of different industries are different, sporting goods need to focus on specific characteristics of sports industry, adjust the brand personality dimensions, to facilitate better fitting industry study.2. Sports goods enterprises in shaping the brand image and corresponding advertising to comprehensively consider "benevolence", "yong", "elegant", "competition" in terms of personality, can choose the most suitable, most outstanding product personality characteristics and descriptive words to propaganda, to shape a stronger brand personality, strengthen the competitive power of the company.3. Sporting goods enterprises in the implementation of differentiation brand strategy, you can refer to sporting goods different dimensions impact on consumers, and targeted to shape the unique character of sports goods differentiation marketing, in order to meet the specific requirements and characteristics of consumer groups.4. Sports goods enterprises in product positioning should fully consider the characteristics of the target consumer groups, the influence factors of affecting target consumers to buy the product, considering the target population characteristics and various aspects influence factors, shaping the right brand personality, to meet the recognition of consumers.