体育消费过程中消费者特性对仿冒品购买意愿影响机理研究——基于自恋的视角  

Researches on the Influence Mechanism of Consumer Characteristics on the Purchase Intention of Counterfeits in the Process of Sports Consumption——Based on the Perspective of Narcissism

作　　者：黄亨奋[1] 吕庆华[1] 景凯雯 HUANG Hengfen;LV Qinghua;JING Kaiwen(Huaqiao University,Xiamen 361021,China)

机构地区：[1]华侨大学

出　　处：《中国体育科技》2019年第11期31-40,共10页China Sport Science and Technology

基　　金：国家社会科学基金项目（16BTY053)

摘　　要：为研究消费者特性及其对体育仿冒品购买意愿的影响,在文献梳理的基础上,构建理论模型,提出消费者物质主义倾向、虚荣特性、炫耀性和独特性需求影响体育仿冒品购买态度和购买意愿,以及购买态度(中介变量)和自恋程度(调节变量)影响主效应的17个研究假设。通过分析问卷数据,检验研究理论模型的合理性和有效性。实证研究结果显示,消费者物质主义倾向、虚荣特性、炫耀性正向影响体育仿冒品购买意愿,其中,购买态度起到部分中介作用,而自恋程度正向调节物质主义倾向、虚荣特性和炫耀性对体育仿冒品购买态度的影响。In order to study the consumer characteristics and the influence on the purchase intention of sports counterfeits,this paper constructed the theoretical model and pointed out 17 research hypotheses based on literature review.These hypotheses included the influence of consumer materialism tendency,vanity characteristics,conspicuousness and uniqueness need on the purchase attitude and purchase intention of sports counterfeits,and the influence of purchase attitude(mediator variable)and level of narcissism(moderating variable)on the main effect.The rationality and effectiveness of the theoretical model were tested by the analysis of questionnaire data.Empirical results show that consumer materialism tendency,vanity characteristics and conspicuousness positively affect the purchase intention of sports counterfeits,and purchase attitude plays a part of the mediating role.The level of narcissism plays a positive moderating role in the influence of materialism,vanity and conspicuousness on the purchase attitude of sport counterfeits.

关 键 词：消费者特性 体育仿冒品 购买意愿 自恋 

分 类 号：G80-05[文化科学—运动人体科学]