The Impact Of Model And Consumer Similarity On Purchase Intention Of Sports Products

In modern society,more and more middle-aged working groups are beginning to have health problems such as obesity.Taking part in sports as an active lifestyle is becoming more and more popular.Accompanied by the growth in sales of sports products.And a large number of people choose online channels to buy sports products,such as sportswear and sports equipment.Most online shops use real-life models when presenting products.Using reallife models can help consumers understand the effects of real-life trials and stimulate consumers' on-the-spot experience.However,through previous observations,it is found that,whether it is a sportswear product or a sports equipment product,even if the product has multiple sizes and sizes,most products are presented with a type of model,that is,a young model with a standard body.,Then for middle-aged consumers who also love sports but are no longer young,are standard models still the best choice?Regarding this question,this article is based on the self-reference theory,using the stimulus-body-reflection(SOR)model as the base,and adopts the form of experiments to design the young standard type,the young obese type,the middle-aged standard type,and the middle-aged obese type.The four types of models are studied from two dimensions: the similarity between the age of the model and the consumer and the similarity between the model and the size of the consumer.The sportswear category and the sports equipment category are respectively studied and compared.It discusses the influence of the similarity between the model and the consumer on the purchase intention of the consumer in the context of the presenting of the real model product,and discusses the moderating effect of the consumer's self-construction on the similarity's influence on the purchase intention.This article uses SPSS26.0 to analyze and test the research model and hypothesis of this article.The results found that for sportswear:(1)For middle-aged consumer groups,whether the age of the model is similar to that of the consumer will significantly affect the purchase intention,and consumers are more inclined to products presented by models of similar age;(2)Model age Whether the model is similar and whether the model is similar has a significant interactive effect on the purchase intention.Specifically,if the model is not similar in age to the consumer,then compared to models with similar body characteristics,models with similar body shapes can inspire consumers to be higher If the model's age is similar to that of the consumer,the effect of body shape is not significant;(3)Self-construction has a moderating effect on the influence of model similarity on purchase intention.Specifically,compared to independent self-construction,Consumers with dependent self-construction are more willing to buy when facing models similar to them;compared with dependent self-construction,consumers with independent self-construction are more willing to buy when facing models that are not similar to them.For sports equipment products:(1)The main effect of model age is not obvious.Whether the model's body is similar to the consumer can affect the purchase intention;(2)Self-construction still plays the same regulatory role.At the same time,this paper verifies the mediating role of perceived trustworthiness in the influence of model similarity on purchase intention,that is,the similarity between models and consumers can stimulate consumers' perceived trustworthiness,and then further enhance consumers' purchase intention.Different from the previous direct research on the impact of model characteristics on consumers,this article expands the scope of application of self-reference theory and self-construction theory in the marketing field from the perspective of model and similarity.Moreover,this research focuses on middleaged consumer groups.There is a certain degree of innovation in the population,which is a certain supplement to previous research.Finally,based on the conclusions of this research,provide corresponding suggestions for retailers to choose real-life models,and provide reference for the sustainable development of the sports product market.