Experimental Study On Television Advertising Sports Goods Purchase Intention Influence On Sports And Non-sports Specialized Female College Students

With the continuing development of Chinese sports, the industry of sporting goods is becoming increasingly in fashion. More and more enterprises of sporting goods are willing to invest heavily in attracting people’s attention, so television advertising becomes their indispensable way of promoting products. As important consumer groups, University female students’ purchase intentions are directly influenced by television advertisements.The experimental method and questionnaire investigation, control for sports television advertising purchase intention influence on sports and non-sports specialized female college students to explore factors, sports and non-sports professional female college audience room TV sports advertising on their purchase intention is different from the influence factors of consumption and psychological causes, among them, in order to provide suggestions for the majority of the non-sports specialized female college students, female college students professional audience rational consumer psychology, as well as the corresponding companies and advertisers to provide proper use of the corresponding strategies of the TV media and relevant suggestions.The experiment was divided into two groups, experimental group one is the experimental object by30female college students majoring in physical education, the experimental group two consists of30non-professional sports (which, science15, arts15people) female college students as subjects, respectively in two groups of subjects playing the video in advance TV Sports Advertising, and purchase intentions questionnaire respondents, the original data and basis for further statistical processing, test and compare the sporting goods "brand, the star effect, LOGO (TM) intention influence score and advertisement" factors on the purchase, exploring the causes differences in their statistical significance on the nature and deep consumer psychology.Through the above research, the following conclusions can be drawn:1,In advertisements of sporting goods, brand has more influence on Sports female majors than on Non-sports female majors.2,In advertisements of sporting goods, celebrity effect has less influence on Sports female majors than on Non-sports female majors.3,In advertisements of sporting goods, logo has more influence on Sports female majors than on Non-sports female majors.4,In advertisements of sporting goods, slogan has more influence on Sports female majors than on Non-sports female majors.In view of this, In real life, the non-sports specialized female college students than female college students majoring in physical education more, advertisers can be designed according to the non-sports specialized female college students’ different needs is more suitable for the non-sports specialized female student advertising, add more fashion elements, the brand concept to their brains, enhance their memory of the brand the product LOGO design, a novel, raise their interest; for female college students majoring in physical education, tries to be better in good, reinforcing their trust on the brand; in advertising language, strive to be concise, novel personality, easy to remember.Discussion and Analysis on the experimental results, this study formed the following conclusions:1, sports and cultural knowledge has strong value orientation and behavior criterion function, which guides the student sports goods purchase intention. The knowledge structure, girls sports professional sports and cultural knowledge is more abundant. On the other hand, strong backing for sports brand strength is the brand culture, the culture is more likely to be cognition and learning the girls sports specialty, which affected girls sports consumption motivation and habit in a certain extent.2, sports goods both styles, colors are closely follow the trend of the times, set fashion and sports in one, by the very beauty of the female fashion favor and praise. However, due to the impact of factors are interested in sports, of commodity quality, professional sports in the purchase of female sports goods at more rational, rather than girls sports professional prefer fashion consumption, pay more attention to the epidemic factors of idol worship, star effect etc..3, generally speaking, girls sports professional activities in time and space in the sports field and stadium, demand and consumption of sports is the necessary factor. The affected factors of sports culture and the environment, in the sporting goods to buy, they pay more attention to product quality rather than fashion elements, this kind of psychological dynamic opportunity to influence the sports consumption behavior.4, sports advertising culture is the subculture attachment trademark sports culture, it is based on the subject of culture, but also enriches and expands the connotation of culture. On the products of LOGO (TM) and the production of advertising, should give full consideration to the national excellent traditional sport culture and its connotation. Female college students, they are representative of the knowledge of women, in the global knowledge economy background, concept of value, mode of thinking, aesthetic taste and multicultural melting is the sports brand symbolic consumption.In view of the results obtained in this study and the conclusions, recommendations are as follows: In social life, compared with the non-sports specialized female college students sports professional audience groups of female college students, business owners and advertisers can according to different consumer psychological needs of non-sports specialized female college students, find out the sports television advertising equilibrium composition factors, as far as possible in the field of design assignment, two audience groups satisfactory commercial advertising works; for the non-sports specialized female college students, should take the brand concept to sports advertising, deepen understanding of these young, female audience memory of the brand; the product LOGO (TM) for novelty design, improve the interest and concern of the audience; the sports professional female college students, in improving product quality at the same time, advertising appeals to refine on, strengthen sports professionals in the young female audience trust on the brand; in advertising language, strive to be concise, novel personality, easy to remember, and directly related to product quality.