Research On The Impact Of Domestic Brand Co-branding On The Purchase Intention Of College Students In Xi’an

The development of science and technology has greatly promoted the innovation of social productivity,and the purchasing power of life has been rapidly improved.The progress of social civilization has stimulated the evolution of consumer culture,and the demand for a better life of life has become inevitable.Under the vision of pursuing quality life and highlighting the unique charm of life,brand co branding not only strengthens the civilized,harmonious and interesting integration of brand stories,brand design and life concepts,but also emphasizes the cross-border collaborative creativity of brand and life,highlights the innovative design of products by life,demonstrates the perception,identification and innovation of life on brand concepts,and forms collaborative innovation between brand and life,Explore the new concept,new thinking and new pattern of cross-border brand communication in the digital society,so that brand co branding has developed,followed by the rapid change of popular culture.If the brand does not occupy a place in the user’s rapidly shifting attention,it will face the risk of business shrinkage.This study takes sports goods brand co branding as the research object.First,through combing the literature related to sports goods brand co branding,it summarizes the existing research results.Secondly,take Li Ning as a specific case to analyze the status quo of its brand co branding,including the quality of co branded products,the matching degree of co branded brands,the scarcity degree of co branded products,and word of mouth.Thirdly,based on the S-O-R theory and customer value theory,combined with the existing literature,we propose assumptions and build a conceptual model.Then,in order to explore the relationship between the six variables in the model,this study uses questionnaire survey and mathematical statistics to analyze.First,draw on the mature scale in the existing research and combine the characteristics of sports goods brand co branding to prepare the Questionnaire on the Impact of Sports Goods Brand Co branding on Consumers’ Purchase Intention,and then distribute it on We Chat friends circle and star level platform.Finally,505 valid questionnaires were collected,and SPSS and AMOS were used to conduct mathematical statistics,test assumptions and discuss results,so as to get management inspiration.Finally,it analyzes the shortcomings of the research and looks forward to the future research trends.The results show that:(1)the quality of sports co branded products has a positive impact on consumer perceived value after co branding;(2)The matching degree of joint names has a negative impact on the perceived value,that is,the higher the matching degree of joint names is,the higher the perceived value is not necessarily.(3)There is no significant impact between the scarcity of joint names and the perceived value,that is,it is not sensitive to the scarcity caused by Li Ning’s limit;(4)The perceived value of joint names will positively affect the purchase intention,and the perceived value in joint names is mainly to expand the value and influence of joint names;(5)Sports goods consumer word-of-mouth can play a key regulatory role in the generation of brand perceived value and the formation of sporting goods brand co branding purchase intention,that is,different word-of-mouth levels,the greater the difference in purchase intention,the greater the difference in perceived value.The management enlightenment and suggestions put forward:(1)From the research results,it can be seen that the matching degree of co branding will not negatively affect the perceived value,so the first step for brands in co branding is to select the co branding objects that are suitable for their own brand style and brand positioning.(2)The sports goods brand should improve its value connotation,enhance consumers’ confidence in the sports goods brand,enrich the original style and design concept of sports co branding,so as to better go out of the road of sports characteristics;(3)Sports brands use the show to expand their exposure,but also increase the controversy of their product connotation.The inconsistency between brand publicity and consumers’ social,cultural and historical identity will greatly increase the marketing risk;(4)Sports brands should seek joint name cooperation from the aspects of quality value,emotional value,social value,functional value,etc.,to enhance the value identity of sports consumers in an all-round way;(5)Implement the "big store" strategy and build a "big e-commerce" channel system.Comply with the change of consumption mode,promote the improvement of quality and efficiency of offline channels,implement the strategy of large stores,and create a "big e-commerce" channel system.While striving to improve the operating efficiency of e-commerce channels,gradually open up the online and offline channel fortress to provide better consumption experience.