运动品牌零售的体验营销对消费者购买意愿的影响

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关键词 ：运动品牌；体验营销；沉浸感；心理意向质量；购买意愿中图分类号：TS941.12；F724.6 文献标志码：ADOI：10. 13338/j. issn. 1006-8341. 2025. 04.014

Abstract To address the impact of e-commerce on offline retail，this study systematically reveals its mechanism of action on consumers‘ purchase intention based on a multidimensional experiential marketing framework. Based on literature analysis and empirical research，a theoretical model was constructed with experiential marketing as the independent variable， immersion and mental imagery quality as mediating variables，and purchase intention as the dependent variable. With the questionnaire survey method， SPSS and AMOS were employed to conduct multiple regression analysis. The results show that emotional experience，sensory experience， intellectual experience，behavioral experience，and relational experience all exerted significant positive effects on consumers‘ purchase intention. Both immersion and mental imagery quality played partial mediating roles between the dimensions of experiential marketing and purchase intention. The findings suggest that sports brands should optimize ofline experiential marketing strategies by intensifying multidimensional sensory stimulation， stimulating cognitive engagement， depening emotional connections， facilitating behavioral interaction，and strengthening social relevance. Additionally，the implementation of immersive technologies and mental imagery management could enhance the eficiency of consumer decision-making conversion.

Keywords sports brands; experiential marketing;immersion; perceived quality of psychological imagery； purchase intention

0 引言

随着人们健康意识的提高，中国的运动品牌零售业正迎来前所未有的机会。（剩余17910字）