A Study on the Characteristics of Space Experience Design of Flagship Store of Sports Brand: Focus on purchasing intentions

Abstract

Flagship shop space design influences the brand image of visiting consumers, which in turn affects purchase intention. Therefore, in order to attract consumers, this study takes experience design as the theoretical basis and aims to investigate the influence of experience design characteristics (non-daily, interactive, dynamic and associative) on brand image and purchase intention in the design of sports brand flagship shop space. In order to meet the purpose of this study, two sports brand flagship shop spaces, NIKE and ADIDAS, were selected as investigation cases, and a questionnaire survey was carried out with the group of consumers visiting the sports brand flagship shops, and 302 valid questionnaires were finally returned, and the collected data were analysed by frequency analysis, reliability analysis, validation factor analysis, correlation analysis, and regression analysis using the statistical programs of SPSS26.0 and AMOS 24.0. analysis and regression analysis. The results of the study are as follows: (1) The spatial experience design characteristics of flagship shops of sports brands (non-routine, interactivity, dynamism and associativity) have a positive impact on brand image. (2) Brand image has a positive effect on consumers' purchase intention. The results of this study can provide empirical data and theoretical support for the spatial planning of sports brand flagship shops.