影响我国消费者购买和收集球星卡的因素

Factors Affecting Chinese Consumers’ Decision on Collecting Sports Cards

球星卡作为名人代言的衍生产品,具有收藏和交易价值,因此也被称为体育交易卡。近年来,球星卡在中国快速发展,吸引了大批体育爱好者,为传播体育文化起到积极作用,但部分消费者盲目跟风地收集或投资会损害自身利益,也会给球星卡市场带来消极影响。因此本研究通过半结构化访谈法分析影响球星卡价格波动的主要和次要因素,目的为消费者提供参考,帮助他们更有效和理性地收藏或投资。本研究结果显示,运动员自身的各项因素是影响球星卡价格波动的主要因素,球星卡本身的各项因素是影响其价格波动的次要因素,此外消费者在购买时还需要注意当前的环境因素所带来的影响。

Sports card,as the derivative product of celebrity endorsement,has collecting and trading value,so it is also called the sports trading card.Recently,sports cards have gained popularity rapidly in China,attracting many sports fans,and playing a positive role in spreading sports culture.However,some consumers blindly following the trend to collect or invest in sports cards can harm their own interests and bring negative effects to the market of sports card.Therefore,this study utilizes semi-structured interviews to analyze the primary and secondary factors that influence the price fluctuations of sports cards,with the aim of providing consumers with references to help them collect or invest more effectively and rationally.The result of this study reveals that the athlete’s own conditions are the primary factors influencing the price fluctuations of sports cards,and the sports cards’own factors are secondary factors influencing their price.In addition,consumers need to be aware of the influence of the current environmental factors.