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

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.