产品涉入作用下的观赏型体育消费忠诚度影响机理研究

Research on the Influence Mechanism of Show-Oriented Sports Consumer Loyalty under the Product Involvement

为了探究影响我国消费者观赏型体育消费忠诚度的内部驱动机制,在体育消费行为领域相关研究基础上,结合营销学中的产品涉入理论和感知价值理论,以产品涉入为关键变量,通过结构方程模型构建并检验了观赏型体育消费忠诚度的影响机理模型,分析产品涉入对观赏型体育消费忠诚度的直接与间接影响。研究发现,反映产品涉入程度的赛事吸引力、符号价值和生活中心性会对消费者的观赏型体育消费忠诚度产生直接正向影响,并通过正向影响消费者的感知价值间接对其观赏型体育消费忠诚度产生促进作用。当消费者认为观赏型体育消费对其吸引力越大,观看体育赛事与其自我表达关联程度越高,且观赏型体育消费在其生活中参与度越强时,其对于观赏型体育消费的忠诚度也会越高。

Based on the research in the field of sports consumption behavior,this study combines involvement theory and perceived value theory in marketing,and takes involvement as a key variable to study the impact mechanism that affects the consumer loyalty of show-oriented sports consumption in China.The study constructed and tested the mechanism model of the impact of show-oriented sports consumption loyalty through the structural equation model,and found out the direct and indirect effects of involvement on show-oriented sports consumption loyalty.The study found that event appeal,symbolic value,and life centrality that reflect the degree of involvement will have a direct positive effect on consumers′loyalty in show-oriented sports consumption,and indirectly promote the consumers′loyalty in show-oriented sports consumption by positively affecting the perceived value.When consumers believe that the greater attraction of show-oriented sports consumption,the higher relevant between watching sports events and their self-expression,and the stronger participation of show-oriented sports consumption in their lives,their loyalty to show-oriented sports consumption will also be higher.