Research On The Influence Of Brand Image Of Ice And Snow Sports Goods On Consumer Intention

With the successful bid for the Winter Olympics,the development of the ice and snow sports goods industry has ushered in a huge opportunity,and more and more consumers are participating in ice and snow sports.Ice and snow sports goods are essential for consumers to participate in ice and snow sports,and they have huge development prospects.With the upgrading of consumer demand,brand image has become an important pre-factor that affects consumers’ willingness to consume.Therefore,how to improve the willingness of consumers of ice and snow sports products is the key issue of this research.This study uses S-O-R theory as the theoretical basis,and uses a combination of qualitative and quantitative research methods to conduct an in-depth analysis of the relationship between brand image,perceived value,trust and consumer willingness.(1)Qualitative research methods mainly adopt literature method and in-depth interview method.The main purpose is to clarify the research content of brand image,perceived value,trust,and consumer willingness variables,and to provide the corresponding theoretical basis and scale source for this research.In order to build a theoretical model of the relationship between the brand image of ice and snow sports goods and the willingness to consume;(2)The quantitative research methods mainly use questionnaire surveys and mathematical statistics.The main purpose is to obtain the data required for the research through questionnaires,and to improve the reliability of the scale.To test the degree,test and modify the theoretical model through factor analysis,and verify the relationship between the brand image,perceived value,trust and consumer willingness of ice and snow sports goods through correlation analysis and regression analysis.Research results show that:(1)corporate image,user image,product/service image,perceived value,trust,and consumer willingness are all significantly positively correlated;(2)corporate image,user image,product/service image Both can positively affect perceived value,trust,and willingness to consume;(3)The perceived value and trust of consumers of ice and snow sports goods have an intermediary effect in the process of corporate image,user image,and product/service image influencing consumption willingness,and both Part of the intermediary role;(4)The perceived value and trust of consumers of ice and snow sports goods has a chain-like mediating effect in the process of corporate image,user image,and product/service image influencing consumption willingness,and it is part of the mediating effect.This shows that corporate image,user image,and product/service image can not only directly affect the consumer willingness of ice and snow sports goods,but also indirectly affect consumer willingness through perceived value,trust,or perceived value and trust.Through the test of the research hypothesis,this research reveals the formation mechanism of consumers’ willingness to consume ice and snow sports goods.Based on the results of the research,relevant suggestions are made from three perspectives:corporate image,user image,and product/service image:(1)Improve The reputation of ice and snow sporting goods companies to create a good corporate image;(2)to create a diversified consumer group and increase the brand audience of ice and snow sporting goods;(3)to improve the technological level of ice and snow sporting goods and improve the service system.