Research On The Purchase Intention Of Digital Collections Of International Sports Brands From The Perspective Of Innovation Diffusion

2021 is the year of breaking the circle of digital collections,and news of various high-priced collections continues to refresh people’s cognition.The traffic bonus and unique marketing advantages of digital collections have made brands in different industries release digital collections for marketing.Among them,sports brands are particularly active.This is because sportswear has maintained accelerated growth in my country’s clothing market in recent years and has a huge audience.At the same time,the cool appearance and sense of technology of digital collections are also in line with the personality and fashion sense that sports brands want to create.But for international sports brands,due to different regulatory systems at home and abroad,there are differences in the form and value of digital collection marketing at home and abroad.This requires international brands to launch digital collections that are attractive to Chinese consumers in response to different market environments and regulatory requirements.Although Chinese consumers’ understanding of the digital economy and metaverse is gradually increasing,they still lack sufficient understanding and trust in the face of digital collections that are innovative products.Domestic scholars’ research on digital collection purchase intentions is still in its infancy.After interviewing a number of Chinese consumers,this paper takes the innovation diffusion theory as the basic research perspective,takes the innovative characteristics of digital collections as the starting point,and takes the digital collections of international sports brands as the research object to study consumers of digital collections of international sports brands.Purchase Intention.This study selects the innovative characteristics,communication channels,social systems,and consumers’ perceived risks and innovations of international sports brand digital collections as independent variables,perceived value as an intermediary variable,and purchase intention as a dependent variable to construct a model that affects the purchase intention of international sports brand digital collections.relationship model and design questionnaires to measure each variable.Through questionnaire survey and data analysis,the following conclusions are drawn:(1)The relative superiority,compatibility,communication channels,social systems and consumer innovation of international sports brand digital collections positively affect perceived value,while international sports brand digital collections The complexity and perceived risk negatively affect perceived value;(2)perceived value positively affects consumers’ purchase intention(3)the mediating role of perceived value is established.Finally,based on the results of the empirical analysis,the following suggestions are made to international sports brands and China’s local sports brands:(1)focus on product value from product innovation features;(2)give entity rights and interests to reduce consumer risk;(3)focus on innovative people to strengthen emotional value;(4)make full use of communication channels to improve user awareness.