关键意见领袖特征对女性消费者体育用品购买意愿的影响

——基于社会影响理论的链式中介模型

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中图分类号：G80-05 文献标志码：A 文章编号：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月国家发展和改革委员会等部门联合印发《关于打造消费新场景培育消费新增长点的措施》（发改就业（2024）840号），指出要进一步培育和壮大消费新增长点，促进消费稳定增长。（剩余13687字）