Research On The Relationship Among Product Attribute,Consumption Perception And Satisfaction Of Women’s Sportswear

With the continuous pursuit of people’s quality of life and the strong support of relevant policies,the mass sports industry is in a situation of rapid development,and the sports apparel industry market has become a new growth giant.In recent years,Chinese women’s consciousness of independence and social status gradually rise,more and more women join the army of sports and fitness,female consumption power continues to heat up,female consumer groups become a potential consumer group that cannot be ignored in China’s sportswear market.However,in terms of women’s sportswear products in the current sportswear market,the factors that can affect women’s consumption behavior are relatively simple and lack of correlation,the design of sportswear products lacks of connection with female consumers’ perception,and the design of women’s sportswear is not targeted.the resulting female consumers sportswear consumption behavior and satisfaction perception is not strong,Will hinder the sportswear industry sales growth and development.Therefore,how to improve female consumers’ satisfaction with sportswear consumption is a problem worth paying attention to.At present,domestic and foreign research on sportswear consumption behavior mainly focuses on marketing status and countermeasures,brand building,trend research and so on.However,the product attributes of sportswear are rarely connected with the consumption perception of female sportswear consumers to form a structural relationship,and then provide product design suggestions and marketing strategies for sportswear merchants to improve the satisfaction of female consumers.Therefore,from the perspective of product attributes of sportswear,namely appearance and comfort,based on MEC theoretical model,this study builds a structural model of the influence of product attributes,consumption perception and satisfaction on female sportswear consumption experience.Based on previous scholars’ classification of consumers’ product attributes and consumption perception in different aspects and their investigation into the demand of the current female sportswear market,the product attributes are divided into appearance and comfort attributes as ante-dependent variables,and the dimensions of consumption perception are divided into three variables,namely fun,self-esteem and achievement,as mediators.This paper aims to explore the relationship between the attributes of female sportswear products,consumption perception and satisfaction,as well as the mediating role of each dimension of consumption perception.In this study,female consumers who have consumed sportswear were selected as survey objects.Questionnaires were distributed offline in the sportswear section of Wuhan shopping malls,playgrounds,parks and other places,and online in the form of software questionnaire star.The research data were obtained,and the reliability and validity test,model fit analysis and mediation effect test were carried out on the data to deeply understand the influence relationship mechanism among various variables.The results are as follows: Appearance and comfortable sportswear product attributes are interesting of the positive influence on female consumers,self-esteem,and achievement awareness and interesting,self-esteem,and achievement of female consumers perceive all positive influence on satisfaction,the women’s movement clothing comfort properties and appearance of the product can be indirectly boost consumer interesting,self-esteem,and achievement awareness and improve women consumer satisfaction,Female consumption perception has partial mediating effect between product attribute and satisfaction.Based on the above results,this study puts forward some suggestions for the female sportswear industry:(1)Develop the design of female sportswear products and attach importance to the female appearance image;(2)Strengthen the comfortable development of women’s sportswear with the help of intelligent new technology product innovation;(3)Strengthen the interesting properties of female sportswear and enhance the fun wearing experience of sportswear;(4)Meet the self-esteem attributes of women’s sportswear,and guarantee women’s image and physical and mental self-esteem;(5)Focus on female sportswear achievement union to meet the deep consumer demand for sportswear.