冰雪体育广告对消费行为的影响研究:基于态度的调节效应

Influence of Ice and Snow Sports Advertising on Consumption Behavior:Based on Moderating Effect of Attitude

体育消费者的消费行为决定了体育产业的发展趋势,其对推动体育消费增长、体育产业结构升级以及实现体育产业经济效益的最大化均具有重要的影响。该研究从冰雪体育消费者视角出发,从媒介传播的角度切入,通过构建冰雪体育广告对消费行为影响效果的概念模型,着重探讨了不同类型的冰雪体育广告对消费行为的影响以及态度在这个影响过程中的调节效应。研究主要采用逐步回归分析、简单斜率分析等方法对相关研究假设进行了检验,结果发现电视网络广告、印刷广告、广播广告以及场地广告均可以正向影响冰雪体育消费者的消费行为;态度调节了电视网络广告或场地广告与冰雪体育消费者消费行为之间的关系,具体表现为,高态度条件下电视网络广告或场地广告对冰雪体育消费者消费行为的正向影响效果均大于低态度条件;态度在印刷广告或广播广告影响冰雪体育消费者消费行为的过程中并不存在显著的调节作用。

The consumption behavior of sports consumers determines the development of sports industry,which has an important impact on promoting the growth of sports consumption,upgrading the structure of sports industry and maximizing the economic benefits of sports industry.From the perspective of ice and snow sports consumers and of media communication,by constructing the conceptual model of the effect of ice and snow sports advertising on consumption behavior,this study focused on the influence of different types of ice and snow sports advertising on consumption behavior and the moderating effect of attitude in the process of influence.The research mainly used gradual regression analysis and simple slope analysis to test the relevant research hypothesis.The results showed that TV network advertising,print advertising,radio advertising and venue advertising could positively affect the consumption behavior of ice and snow sports consumers.Attitude regulated the relationship between TV network advertising or venue advertising and consumer behavior of ice and snow sports.Specifically,under the condition of high attitude,the positive effect of TV network advertising or venue advertising on the consumer behavior of ice and snow sports was greater than the low attitude condition.Attitude in the process of print advertising or radio advertising affecting the consumption behavior of ice and snow sports consumers did not have a significant moderating effect.