An Empirical Research On Influencing Factors Of E-Sports Apparel Purchasing Intention

The E-Sports apparel is a kind of E-Sports derivatives,which belongs to the derivatives of the ACG industry.With the rapid development of ACG industry,it has been developed for nearly ten yearsThe research object of this paper is the E-Sports apparel purchasing intention,The purpose of the study is to study the influencing factors of the purchase intention of E-sports apparel from the psychological point of view,and to explore the relationship between the factors and the impact of the purchase intention.This paper based on the theory of planned behavior model research,The literature was extensively collected from three aspects: clothing research,spokesperson and purchase intention,festival activity and purchase intention,in order to design research model and hypothesis and extract the observed variables of this paper.Combined with the interview to design questionnaire.The questionnaire was collected from the major game forums.A total of 235 samples were obtained after screening.The structural equation modeling analysis using AMOS and SPSS software.The results showed that: 1)the consumer attitudes and the activities of E-Sports have a significantly positive influence on the purchase intention of E-Sports apparel.2)the E-Sports apparel spokesman indirectly influence purchase intention through the consumer attitudes.3)the perceived behavioral control and subjective norm have non significantly influence on the purchase intention of E-Sports apparel.The sample of this study mostly had purchased E-Sports apparel.Therefore,the research on the purchase intention of potential consumers is insufficient.