体育赛事服务消费者涉入前因、程度及购买行为的关系

Relationship of Consumers' Factors of Involvement,Involverment Degree and Purchase Behavior in Sports Events Service

基于涉入理论和消费者行为的相关研究文献构建体育赛事服务消费者涉入前因、程度和购买行为关系的分析框架。使用已有的消费者涉入程度及前因量表,对2014赛季中超现场观众进行问卷调查,并运用SPSS分析工具进行方差检验和相关性分析。结果显示,消费者感知价值、涉入机会和自我认知等前因与购买行为显著相关。涉入程度中的吸引性和自我表现两个子项与涉入前因及购买行为显著相关。结合消费行为理论,认为消费者涉入程度在各种影响因素与购买行为之间起着传递作用,并在一定程度上影响体育赛事服务消费者的购买行为。

Based on related research literature of involvement theory and consumer behavior , this paper builds the anal- ysis framework of the relationship among the factors of involvement , the involvement degree and the purchasing be- havior of the consumers of sports events. Using the existing scale of consumer involvement degree and the factors of involvement, this paper carries out a questionnaire survey of the spectators of 2014 season CSI. and uses the SPSS a- nalysis tool to test the variance and make a correlation analysis. The results show that factors such as consumer per ceived value, involvement opportunities and self--awareness, significantly associated with the purchasing behavior. Attraction and self--expression, two sub items of involvement degree, are significantly associated with factors of involvement and purchasing behavior. Combined with the theory of consumer behavior, this paper supposes that customer involvement degree plays a role of delivery among various influencing factors and purchasing behavior, and to some extent affects the purchasing behavior of customers of sports events service.