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Research on Influencing Factors of Purchase Intention for Merchandise of the 15th National Games

Author(s)

Baoyi Li*

Affiliation(s)

School of Sports Training, Guangzhou Sport University, Guangzhou, Guangdong, China *Corresponding Author

Abstract

Marking a milestone for China’s large‑scale sports undertakings, the 15th National Games will be co‑organized across three Greater Bay Area jurisdictions under the framework of “One Country, Two Systems”. Merchandising consumption for major sporting events can reflect both commercial returns and the effectiveness of cross‑regional collaborative development. Centered on the coordinated development of the Greater Bay Area, this paper develops an analytical framework covering five dimensions: culture, social interaction, industrial chain, institutional setting, and athlete‑related influences, so as to unpack drivers shaping consumer purchase intention for official 15th National Games licensed goods. Drawing on a literature review, comparative analysis, questionnaire survey, and statistical analysis, the study collected 338 valid responses from university students and tested the proposed relationships through multiple linear regression. The results show that the influence of athlete factors on purchase intention is the most significant (standardized β = 0.850, p < 0.001); the industrial chain factors have a significant positive impact (β = 0.160, p < 0.05); while the cultural factors present a significant net negative impact (β = -0.150, p < 0.05), indicating that Cantonese cultural symbols may have a bidirectional effect in cross-regional dissemination. The social communication factors and institutional factors did not reach statistical significance. This model can explain 72.4% of the variance in purchase intention (adjusted R² = 0.719). These five dimensions do not function equally but form a hierarchical structure centered on athletes and supported by the industrial chain, with the other factors serving as conditional guarantees. The research results show that priority should be given to expanding the coverage of the athlete's audience, enhancing the supply capacity of the industrial chain, and adopting universal design for regional symbols. The above conclusions are based on the sample of college students, so we should be cautious when promoting it. Due to the use of cross-sectional research design and the limitation of the sample size, this study does not test the intermediary or regulation mechanism, but only stays at the level of factor identification and structure description based on correlation.

Keywords

15th National Games; Event Merchandise; Purchase Intention; Greater Bay Area; Regional Culture

References

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