Sports Counterfeits Purchasing Behavior and Its Influencing Mechanism——Based on the Data of Quanzhou and SEM Research Method

In order to research how consumer personality trait influence them purchasing sports counterfeits,this paper puts forward the theoretical model and research hypothesis,then takes 1 211 college students who come from 8 universities in Quanzhou city,as the object for large sample investigation.The AMOS 18.0 statistical software is used to test the theory model and research hypothesis.The results show that consumer risk perception and sports counterfeits buying intention negatively related;consumer honesty and sports counterfeits purchase attitude negatively related;consumer moral law consciousness and physical counterfeits purchase attitude negatively related;consumer self-monitoring and sports counterfeits purchase attitude positively related;the consumer's brand consumption and sports counterfeits purchase attitude negatively related;consumer sports counterfeits attitude and buying intention positively related.According to the empirical study conclusion,the corresponding proposals for sports brand enterprise marketing and counterfeit problem management are put forwarded.