Research On The Influence Of Sports Consumers' Brand Perceived Value On Brand Preference

In recent years,the state has attached particular importance to the development of the sports industry,and has promulgated a series of policies on the sports industry.The "Twelfth Five-Year Plan" for the sports industry in 2011,the "Some Opinions of the State Council on Accelerating the Development of the Sports Industry to Promote Sports Consumption" in 2014,and the National Development and Reform Commission in 2014 also further proposed preferential policies for the development of the sports industry and events.The release of the document has led to a significant increase in the sports industry in recent years.Starting from the aspect of sports consumers,this paper comprehensively explores the mechanism of sports consumers' perception of brand value and brand preference in fighting events,this paper studies the direct mechanism of the brand perception value and brand preference of sports consumers in fighting events.Proposes the key point that the club stands out in the market competition.This paper takes the fight event as an example,takes the sports consumer as the research object,makes use of the original model to optimize and improve,constructs the brand perception value suitable for this research to measure the influence model of brand preference and purchase intention.This paper puts forward the research hypothesis by means of literature research,and uses SPSS 22.0 software to carry out descriptive statistical analysis,reliability analysis,validity analysis,and a series of related analysis operations,The research results show that:(1)the perceived profit dimension emotional value,social value and economic value of brand perceived value affect brand preference;Perceptual gain and loss dimension perceiving risk negatively affects brand preference.(2)The perceived profit value of brand perception dimension emotional value,social value,and economic value are affecting the willingness to purchase;Perceptual gain and loss dimension perceiving risk has no significant effect on purchase intention.(3)Brand preference is positively affecting purchase intentions.(4)Brand preference plays an intermediary role in the emotional value,social value,economic value,and purchase intention of brand perceived value,and has no obvious role in perceived risk and purchase intention.Finally,with empirical research as the core,we try to start with brand perceived value,this paper puts forward marketing suggestions for the club market behind the fight event,and provides new ideas and development suggestions for the club's brand construction and product development from multiple perspectives.