Researches On The Influence Mechanism Of Consumer Characteristics On The Purchase Intention Of Sports Counterfeits

With the improvement of people's living conditions,people pay more and more attention to fitness,so the demand for sports goods is increasing,and the number of counterfeit products is increasing,despite the efforts of all sides to crack down on counterfeiting: the government has been promoting various policies.Sporting goods companies take all kinds of measures,but in the high profits,counterfeiting is still prohibited.Research statistics show that in many cases,consumers often "know fake to buy fake products." Therefore,from the point of view of consumers,reducing the frequency of buying counterfeit goods is the key to effectively control counterfeiting behavior.This paper mainly studies the intrinsic characteristics of consumers and its influence on the purchase intention of counterfeit goods.First of all,on the basis of relevant literature and theoretical review,this paper constructs the theoretical model of this paper,and points out the influence of consumer materialistic tendency,vanity characteristics,conspicuousand unique demand on the willingness of sports counterfeiters to buy.In this paper,we find out the influence of mediating variables and regulating variables on the main effects,and put forward a total of 17 research hypotheses.Secondly,each variable and dependent variable in the model are explained in detail,and they are measured with several items.In the stage of preinvestigation,173 valid questionnaires were collected and adjusted accordingly through reliability analysis,and a formal questionnaire was formed.In the stage of formal investigation,758 questionnaires were collected,and the data of the questionnaire were statistically analyzed to verify the theoretical model of this paper.The results of the empirical study show that the variables that have significant positive effects on the purchase attitude and willingness of sports counterfeiters are: consumers' materialistic tendency,vanity characteristic,conspicuous,while unique demand has no effect on buying attitude and willingness.Significant;purchase attitude plays a part of intermediaryrole in the process of material tendency,Vanity characteristic and ostentatious influence on sports counterfeit purchase intention;narcissism degree plays a part in materialistic tendency,vanity and conspicuous play a significant role in regulating the purchase attitude of sports counterfeiters.Finally,according to the results of the empirical study,combined with the actual situation,the corresponding suggestions are put forward for the management and marketing of sports brand enterprises.Finally,with the conclusion of empirical analysis as a reference,combined with the current situation of sporting goods enterprises,in view of sports goods enterprise marketing,counterfeit products governance and other issues,this paper puts forward the relevant countermeasures.Based on narcissistic psychology,this paper explores the influence factors of sports counterfeit purchase,which can enrich the research results in the field of counterfeit purchase,and also deepen the understanding of consumer purchase behavior in sports goods enterprises,and thus improve the level of enterprise marketing management.