Psychological Factors Influencing Consumer Purchases in the Sports Goods Market: Insights and Strategies

Authors

  • Chengzhu Li

DOI:

https://doi.org/10.54097/aew6n176

Keywords:

Purchase decision; Purchase motivation; Social media influence; Purchase intention; Impact of the epidemic.

Abstract

With the improvement of people's health awareness and the popularity of sports activities, the sports goods market has expanded rapidly. It is of great significance for merchants to develop effective marketing strategies to understand the influence of consumer psychology on sports merchandise sales. The purpose of this study is to explore the psychological factors that affect consumers' purchase of sports goods, including brand cognition, social influence, personal values and consumption experience, and analyze how these factors affect consumers' purchase decisions. By searching the relevant data in the past five years, the impact of different dimensions on consumers can be judged. It is found that brand cognition and social influence are important psychological factors for consumers to buy sports goods. Specifically, high brand perception significantly increases consumers' willingness to buy, while social impact is particularly important, especially among younger consumers. In addition, the individual's personal values are also positively correlated with the purchase behavior, which can promote consumers' loyalty to sports goods and repeat purchase intention. This study shows that understanding consumer psychology is crucial to improving sports merchandise sales. Merchants should pay attention to the shaping of brand image and the construction of social influence, and meet the psychological needs of consumers through accurate market positioning and marketing strategies, so as to enhance the purchase intention and brand loyalty of consumers. This provides empirical support and theoretical guidance for the marketing of sports goods.

Downloads

Download data is not yet available.

References

[1] Fernando Martin, Juan Sánchez, and Olivia Wilkinson. Federal Reserve Bank of St. Louis review. Second Quarter, 2023, 105(2): 74-88.

[2] CIPS Knowledge & Insight. Find out how Nike accelerated automation and increased geographical diversity within supply chains to overcome challenges posed by the pandemic. 24 October 2023. 28 July 2024.https://www.cips.org/knowledge-and-insight/how-nike-transformed-supply-chains-to-survive-covid

[3] Fellow Studio. The impact of branding on consumer buying behavior the department store studios 19 Bellefields Road London, SW9 9UH, United Kingdom, 16 November 2023. 28 July 2024. https://fellowstudio.com/brand-strategy/blog/the-impact-of-branding-on-consumer-buying-behavior/

[4] Ramulu Bhukya, Justin Paul. Social influence research in consumer behavior: What we learned and what we need to learn? – A hybrid systematic literature review. Journal of Business Research, 2023, 162.

[5] Ulpiano Vázquez-Martínez, Javier Morales Mediano, Antonio Leal-Rodríguez. Research on the impact of the COVID-19 crisis on consumer purchasing motivation and behavior. 2021, 27(3): 100166.

Downloads

Published

15-10-2024

How to Cite

Li, C. (2024). Psychological Factors Influencing Consumer Purchases in the Sports Goods Market: Insights and Strategies. Highlights in Business, Economics and Management, 41, 542-545. https://doi.org/10.54097/aew6n176