根据消费者对品牌原产地存有的困惑,通过实证法研究了品牌原产地困惑对于消费者体育品牌特性和品牌偏好的影响,并利用SPSS软件对数据进行了对比分析。研究表明在中国环境下,当境外体育用品品牌被误认为是本土品牌时,消费者会形成更差的品牌特性认知以及更不偏好;当中国本土体育用品品牌被误认为是境外品牌时,则发现消费者对不同类型的本土体育品牌在品牌特性认知以及品牌偏好上的比较出现截然不同的结果。 According to consumers’ confusion about the origin of the brand, this paper studies the influence of confusion of brand origin on the characteristics of consumer sports brands and brand preferences through empirical method, and uses SPSS software to compare the data. The research shows that in the Chinese environment, when overseas sporting goods brands are mistakenly identified as local brands, consumers will have worse cognition of the brand characteristics and even less preference. When Chinese domestic sportswear brands are mistakenly identified as overseas brands, Found that consumers had distinctly different results in the comparison of different types of indigenous sports brands on brand identity perception and brand preference.