The Influence Of College Students Perceived Value And Face Consciousness On The Purchase Attitude And Intention Of Sports Counterfeits

In the international market,China has long been listed as the largest luxury consumption market.At the same time,there are still many illegal producers in China to produce counterfeits in pursuit of interests.Sports consumption is also an important component of China's consumer market.The birth of sports counterfeits is also affecting our whole life,College students.As a special consumer group,it is also affected by sports counterfeit products.This paper mainly studies the relationship between College Students' perceived value and face consciousness in purchasing sports counterfeits and their purchasing intentions and attitudes,and gives corresponding solutions and coping methods,grasps college students' purchasing psychology and gives the final plan.Through the summary of previous literature,previous studies mainly focused on perceived value in the purchase of counterfeit luxury goods,the main object of study is the general public,and the combination of purchase attitude and purchase intention has less results.Therefore,this paper mainly studies the perceived value,face awareness,purchase attitude and purchase intention of college students through questionnaire survey and mathematical statistics.This paper selects the university students in Fuzhou as the research object,and draws the following conclusions:(1)College students' perceived value of purchasing sports counterfeits differs in grade,and the perceived value of senior students is higher than that of other grade students;there are also differences in different colleges and universities,and the perceived value of junior college students is lower than that of primary and secondary college students.(2)College students' face awareness of buying sports counterfeits is different in disciplines.Students in other disciplines have stronger face awareness than students in liberal arts,science and sports.(3)There are differences in purchasing intentions of college students to buy Sports counterfeits in early disciplines.The purchasing intentions of students in other disciplines are stronger than those of students in liberal arts,science and sports.(4)The perceived value of College Students' purchase of sports counterfeits has a positive impact on their purchase attitude and intention;face awareness has a positive impact on their purchase attitude and intention,and purchase attitude has a positive correlation with purchase intention.