Abstract: Based on the instrumental-symbolic framework, this paper divides the factors influencing repurchase behavior of sports brand goods into self-congruity and functional congruity, and constructs a correlation model between repurchase intention and self-congruity, functional congruity, and brand relation quality. Structural equation modeling is used to test the model. The results show that both self-congruity and functional congruity have positive influence on repurchase behavior of sports goods; self-congruity has a significant positive influence on functional congruity;brand relation quality play a partial mediating role between self-congruity and brand repurchase behavior, and between functional congruity and brand repurchase behavior. The results improve and enrich the sports goods repurchase theory, and provide effective guidance for sports goods marketing direction.

Key words: self-congruity, functional congruity, instrumental symbolic framework, relation quality, repurchase intention.