關鍵意見領袖特征對女性消費者體育用品購買意愿的影響

——基于社會影響理論的鏈式中介模型

打開文本圖片集

中圖分類號：G80-05 文獻標志碼：A 文章編號：1006-7116（2025）04-0067-08

The influence of key opinion leader characteristics on sports goods purchase intention for female consumers

-The chained mediation model based on social influence theory ZHANG Leqiao， WANG Zhaohong （School of Physical Education and Sports，Beijing Normal University，Beijing lOo875，China）

Abstract： Under the background of the rising "she economy"，female consumers have gradually become the main force n the sporting goods consumption market in the new era.In order to further explore the influence mechanism of key opinion leaders'（KOLs）characteristics on female consumers'sporting goods purchasing intention， this paper constructs a chain mediation model based on the social influence theory，with brand afinityand mimicry desire as the mediating variables，so as to examine the effect mechanism between them.The study finds that： （1）KOLs’ characteristics，includinghomogeneity，visualappeal，timeliness，productinvolvement，andinteractivityvea positive impact on female consumers' sports goods purchase intention; （2） brand affnity and mimicry desire both have a mediating efect between the KOLs’characteristics and the purchasing intention of female consumers of sporting goods; （3）KOLs’characteristics influence female consumers'sporting goods purchasing intention through the chain-mediated effects of brand afinityand mimicry desire.Based on those findings，it is recommended to enhance the influence of KOLs and to foster two-way interaction and emotional connections，creating sports brand communities to deepen brand afinity among female consumers，and targeting the female sports demographic by increasing investment in the segmented female sports market.

Keywords： key opinion leader characteristics；sports goods purchase intention；female customers；social influence theory；brand affinity；mimicry desire

2024年6月國家發(fā)展和改革委員會等部門聯(lián)合印發(fā)《關于打造消費新場景培育消費新增長點的措施》（發(fā)改就業(yè)（2024）840號），指出要進一步培育和壯大消費新增長點，促進消費穩(wěn)定增長。（剩余13687字）