球迷赛事认同与消费行为关系的重构——基本心理需要的中介效应

The Reconstruction of the Relationship between Fans' Competition Identity and Consumer Behavior The Mediating Effects of Basic Psychological Needs

采用文献资料法、问卷调查法和结构方程分析法研究了球迷赛事认同与消费行为的关系,构建了以基本心理需要为中介的球迷赛事认同与消费行为关系的结构方程模型,通过多群组分析比较不同群组中介影响的差异。通过分析得出结论:球迷赛事认同和基本心理需要对消费行为均有正向影响,基本心理需要在球迷赛事认同对消费行为中有部分中介效果。基本心理需要在两性球迷赛事认同中均有部分中介效果;在球迷年收入水平为"2.5~6万元"中有部分中介效果,而在年收入为"15万元以上"中不存在间接效果。

Using literature methods, questionnaires, and structural equation analysis methods to study the relationship between fans＇ competition identity and consumer behavior, the paper builds a structural equation model of fans＇ competition identity and consumer behavior based on basic psychological needs, and adopting multi-group analysis, it compares the differences of mediating effects of different groups. Through the analysis, it is concluded that： Fan competition identity and basic psychological needs have a positive impact on consumer behavior, and the basic psychological needs have some mediating effects in the fans＇ competition identify to consumer behavior. Basic psychological needs have some mediating effects in the competition identity of both genders ; if the fans＇ annual income is 25,000- 60,000 yuan, there are some mediating effects, and if the annual income is over 150,000 yuan, there is no indirect effect.