Research On The Influence Of Social Media Marketing Of Sports Goods Enterprises On College Students' Consumption Behavior Intention

With the diversification of social information dissemination methods,the marketing activities of sporting goods companies have a broader development space in terms of content expression,interaction methods and communication channels.Today,with the rapid development of mobile internet technology,sporting goods consumers are no longer just satisfied with receiving information published by sporting goods companies,but are demanding more participation in the process of product information creation and dissemination.As a kind of interactive and extremely open new media form,social media has changed the unequal status of sports goods companies and sports goods consumers in accessing information,and further satisfied the participation of sports goods consumers in manufacturing.Requirements for topic information.At present,it is an indisputable fact that the sporting goods market has entered the buyer's market.The vigorous development of social media has injected a new vitality into the marketing activities of sporting goods companies.How can sports goods enterprises effectively use social media platforms?It is an important issue related to the further development of sports goods enterprises by carrying out marketing activities and promoting the positive intention of consumer goods in sports goods.Therefore,based on this background,this paper studies the significance of social media marketing to the development of sporting goods enterprises.Based on the technology acceptance model,consumer perception value theory,opinion leader theory and "wet marketing”theory,this paper specifies the experience of purchasing sports goods,at least one and more than one social media platform,and received sporting goods.Research on the consumption groups of college students who publish information on their social media platforms,using literature methods,questionnaires,structural equation modeling(SEM)and mathematical statistics to study the use of social media by sporting goods companies.The influence of marketing on college students' consumption behavior intentions.First of all,this paper reviews and elaborates on the definition of social media,the definition of social media marketing,marketing strategy,and measurement of marketing effects.Then,based on the model of technology acceptance(TAM),the structural equation model of social media marketing and college students' consumption behavior intentions of sports goods enterprises is established,and the perceptual usefulness,perceived ease of use,social media of latent variables consumers are constructed.The relationship between the specific content of marketing,perceived value and the intention of consumption behavior,and assumes the adjustment effect of relationship quality.Finally,through the empirical analysis of the questionnaire data,the research model is revised and the consumer's perceived usefulness,content quality,interaction relationship and the positive influence of opinion leaders on college students' consumption behavior intention are verified,and the perceived value in sports goods is verified.The mediating role between corporate social media marketing and consumer behavior intentions negates the regulatory role of relationship quality between perceived value and consumer behavioral intention.