Abstract: Depending on Chengdu young consumers' individual demand as the independent variables, product attitude as the dependent variables, perceived quality and sentimental value as the meta variables, the paper takes advantage of the structural equation modeling to construct the model of Chengdu young consumers' purchasing intention of sports brands. The paper also examines the influence of young consumers' individual characteristics and the specific variables(perceived quality and sentimental value) of products on the intention of choosing local or international brands. The research finds that the sentimental value is the first factor that influences the consumers' intention of purchasing either international brands or local brands. The consumers can positively influence the perceived quality and sentimental value of international sports brands but negatively influence those of the local sports brands. Individual demand plays a positive role in the attitude toward international sports brands.

Key words: individual characteristics, sports goods, perceived quality, sentimental value, purchasing intention