张乐俏，王兆红
(北京师范大学 体育与运动学院，北京 100875)
摘 要：在“她经济”不断崛起的背景下，女性消费者逐步成为新时代体育用品消费市场的主力军。为进一步探究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，构建以品牌认同和模仿欲望为中介变量的链式中介模型，探究二者之间的作用机制。研究发现：(1)以同质性、视觉性、时效性、产品涉入和互动性为核心特征的关键意见领袖对女性消费者体育用品购买意愿产生正向影响；(2)品牌认同和模仿欲望均在关键意见领袖特征与女性消费者体育用品购买意愿间具有中介作用；(3)关键意见领袖特征通过品牌认同和模仿欲望的链式中介效应影响女性消费者体育用品购买意愿。基于此，提出提升关键意见领袖影响力，增进双向互动与情感联结；打造体育品牌社群，深化女性消费者品牌认同；瞄准女性运动人群，加码布局女性细分运动市场等建议。
关 键 词：关键意见领袖特征；体育用品购买意愿；女性消费者；社会影响理论；品牌认同；模仿欲望
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 100875，China)
Abstract: Under the background of the rising "she economy", female consumers have gradually become the main force in 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 affinity and mimicry desire as the mediating variables, so as to examine the effect mechanism between them. The study finds that: (1) KOLs’ characteristics, including homogeneity, visual appeal, timeliness, product involvement, and interactivity, have a positive impact on female consumers' sports goods purchase intention; (2) brand affinity and mimicry desire both have a mediating effect 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 affinity and 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 affinity 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