运动品牌个性感知对消费者购买意愿的影响：消费者人格的调节作用
The Effects of Perceived Personality of Sport Brands on Consumers’ Purchase Intention: The Moderations of Consumers’ Own Personality
摘要: 本研究以阿迪达斯和安踏为国际和国内运动品牌的典型代表，对530名中国消费者进行了问卷调查，采用品牌个性量表、大五人格问卷和购买意愿问卷为主要测量工具，采用相关分析以及调节效应检验，探究了消费者对品牌个性的感知特征，以及品牌个性感知与消费者人格对购买意愿的交互作用。结果得出：除尽责性维度外，消费者大五人格各维度，在运动品牌的个性维度感知和其购买意愿之间存在显著调节效应。
Abstract: In this study, adidas sports brand and Anta sports brand were selected as the typical representatives of international and domestic sports brands, and 530 Chinese consumers were surveyed by questionnaire. Use “The brand personality CBP-PI-B”, “The big five personality NEO-FFI” and “Purchase intention questionnaire” as the main measurement tools. Through 5 analysis methods, the relationships between the brand personality, Chinese consumer’s personality and the purchase intention are understood. The results show that, in addition to the dimension of conscientiousness, there is a significant moderating effect between the personality perception of sports brands and their purchase intention in all dimensions of consumer Big Five personality.
文章引用：邹雨含, 刘莹, 陈浩 (2024). 运动品牌个性感知对消费者购买意愿的影响：消费者人格的调节作用. 心理学进展, 14(5), 221-229. https://doi.org/10.12677/ap.2024.145306

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