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 : : 期刊全文 : : |
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体育赛事与赞助商的契合程度对赞助品牌购买意愿的影响 ——基于赛事忠诚与形象转移的中介效应
王宇 |
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浏览次数 508 
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(⾸都师范⼤学 体育教研部，北京 100048)
摘 要：立足于赞助匹配效应理论，从直接和间接群体参与视角，以赞助品牌购买意愿为因变量，以体育赛事与赞助商契合度为自变量，并引入赛事忠诚和形象转移2个中介变量，探讨直接和间接参与群体中体育赛事与赞助商契合程度对赞助品牌购买意愿的影响机制。研究发现：(1)在控制变量与因变量关系中，年龄正向影响直接参与者的赞助品牌购买意愿，而月收入水平正向影响间接参与者的赞助品牌购买意愿；(2)在自变量与因变量关系中，体育赛事与赞助商契合度正向影响直接参与者的赞助品牌购买意愿，对间接参与者影响不显著；(3)在中介效应上，赛事忠诚和形象转移在体育赛事与赞助商契合度影响参与者赞助品牌购买意愿过程中具有显著中介效应且均为部分中介，其中，赛事忠诚的中介效应值要高于形象转移。关 键 词：体育经济；体育赛事与赞助商契合度；品牌购买意愿；赛事忠诚；形象转移中图分类号：G80-05 文献标志码：A 文章编号：1006-7116(2023)06-0087-10
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The effect of fit degree between sports events and sponsors on the sponsored brand purchase intention ——The mediating effect based on event loyalty and image transfer
WANG Yu |
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| (Department of Physical Education，Capital Normal University，Beijing 100048，China) Abstract: Based on the sponsorship matching effect theory, from the perspective of direct and indirect group participation, and sponsor brand purchase intention viewed as the dependent variable, with sports events and sponsor fit as the independent variable, and also introduced event loyalty and image transfer as two mediating variables, so as to discuss the fit degree of sports events and sponsors on the influence mechanism of sponsor brand purchase intention in direct and indirect group participation. The study found that: (1) in the relationship between control variables and dependent variables, age could positively influence the sponsored brand purchase intention for the direct participants, and the monthly income level could positively affect the purchasing willingness for the indirect participants; (2) in the relationship between independent variable and dependent variable, The fit of sports events and sponsors may positively affect the purchase intention of sponsored brands for the direct participants, but no significant impact on the indirect participants; (3) in terms of the mediating effect, event loyalty and image transfer could have a significant mediating effect in the fit of sports events and sponsors affecting the purchase intention of participants' sponsored brands, and all are partial mediation. Among them, the mediating effect value of event loyalty would be higher than the image transfer. Keywords: sports economics；fit between sports events and sponsors；brand purchase intention；event loyalty；image transfer
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