Sporting Goods Brand Image Study On Consumers' Purchasing Decisions

In the twenty-first century China, the world sports commit to the responsibility of economic development. Since the reform and opening up, Chinese sports are booming and rapidly evolving towards socialization and industrialization. So far, the status of Chinese sports industry has been initially established, the sports industry is becoming a new growth point of Chinese national economy. As an important component of Chinese sports industry, Chinese sporting goods is showing an attractive development prospects and great potential for growth. As the economy develops, the actor of market economy gradually shifted from product economy to brand economy, brand awareness is growing. More and more firms have increased their investment in brand as intangible asset, and established their own good brand image and corporate image, and commit to form a good memory in the minds of consumers or directly caused consumer's desire to buy.In this context, many scholars have engaged in brand building research, especially on brand image, which has become the study focus and produce a large number of theories, and is applied to practice. This paper explores the impact mechanism of brand image on consumer purchasing decisions, as well as builds the conceptual framework of brand image in the Chinese context, and ibrand image is divided into three dimensions:brand performance, brand personality and corporate image; This paper designs the mechanism impact model on brand image, brand satisfaction, brand trust, brand attachment and purchasing decisions, on basis of the above analysis, a number of other domestic scholars' research results as well as literature review, drawing upon the Li Ning shoes products, the 472 valid questionnaires examined the impact mechanism of three dimensions of brand image on brand satisfaction, brand trust, brand attachment and purchasing decisions. What kind of relationship structure among brand satisfaction, brand trust and brand attachment? How the three dimensions of brand image impact the relationship among brand satisfaction, brand trust and brand attachment? How brand satisfaction, brand trust and brand attachment impact purchasing decisions?After the collation of survey data, this paper conducts descriptive statistics, reliability analysis, validity analysis, confirmatory factor analysis and conceptual models analysis using SPSS and LISREL statistical software professionals, the study shows that the questionnaire has a high reliability and validity; brand performance, brand personality and corporate image have a direct impact on brand satisfaction and brand trust; brand satisfaction and brand trust have a direct impact on brand attachment, brand attachment have a direct impact on the purchasing decision; brand performance; corporate image has no direct correlation with purchasing decision.