球迷社群忠诚缘何而来——基于品牌社群视角的实证研究

Where Does Fans Community Loyalty Come From:An Empirical Study Based on Brand Community Perspective

基于品牌社群视角探讨球迷社群忠诚的形成机理。以上海申花球迷社群为调研对象,运用Baron和Kenny逐步法和Sobel test来检验变量间的中介效应及其显著性,构建品牌社群特征—品牌社群价值—品牌社群忠诚的关系路径。研究发现,品牌社群价值在品牌社群特征和品牌社群忠诚之间起到显著的中介作用,其中中介效应大于品牌社群特征的直接效应;探讨品牌社群价值四个维度的中介效应,情感性价值和休闲娱乐性价值的中介效应显著,且前者大于后者。体育社群营销人员要尤为重视满足球迷成员情感性价值需求和休闲娱乐性价值需求,不能仅仅停留在满足传统功能性价值和社交性价值。

Based on the brand community theory,this research discussed the formation mechanism of community loyalty of the fans.The Shanghai Shenhua fans were surveyed and multi-regression method for Baron and Kenny and Sobel test were used to test the mediating effect and its significance.A mediation model to uncover the underlying mechanism between brand community characteristics and brand community loyalty was designed.Drawing upon group identity theory and value co-creation theory,it was found that the indirect relationship between community characteristics and brand community loyalty via brand community value was significant.It was also found that the indirect effect of emotional value and leisure and entertainment value on brand community loyalty was significant,and the former was stronger than the latter.Some strategies for the development of the sports marketing were proposed.For example,the sports marketers should pay attention to meet the emotional value and entertainment value of the fans besides the functional and communicative value.