CBA赛事中球迷参与度、球队认同感及广告态度对赞助效益的影响——基于江、浙、沪现场观众的实证研究  

The Fan Involvement,Team Identity and Advertisement Attitude on the Impact of Sponsorship Benefits in CBA——An Empirical Research Based on the On-field Fans of Jiangsu,Zhejiang and Shanghai

作　　者：翁志强[1] 张军[1] 

机构地区：[1]浙江工商大学体育工作部,浙江杭州310018

出　　处：《北京体育大学学报》2012年第1期22-25,共4页Journal of Beijing Sport University

摘　　要：通过对球迷参与度、球队认同感、广告态度和赞助效益等文献资料分析的基础上,利用CBA赛事中对现场观众球迷调查所获得数据,运用SPSS16.0和AMOS16.0软件对数据进行处理,检验了球迷参与度、球队认同感、广告态度对赞助效益的影响路径。实证研究的结果显示,球迷参与度、球队认同感和广告态度都会对赞助效益产生正向显著的影响,此外,球迷参与度和球队认同感会通过广告态度来正向显著地影响赞助效益。即现场球迷对赞助事件的参与度或对支持球队的认同感愈高,对赞助广告的态度也会会愈正面,进而放大赞助效益。Based on the literature analysis on the documents about fan involvement, team identity, advertisement atti- tude and sponsorship benefit and the data from on-field CBA fans investigation , the paper used SPSS16.0 ＆ AMO616.0 software for data processing to explore the influencing path of fan involvement, team identity and advertise- ment attitude on the sponsorship benefit. The empirical research indicates that the sponsorstip benefit is significantly greater for those most highly involvmaent, identity and attitude in an activity; Moreover, fan involvmaent and team i- dentity can indirectly affect sponsorship benefit through imervening variable （advertisement attimde）. That is to say, more involvement in the sponsored events or higher reception on their supporting team, more positive attitude on the sponsots＇ advertismaent will they have and therefore the sponsor effect will be tmgnified.

关 键 词：CBA 球迷参与度 球队认同感 广告态度 赞助效益 

分 类 号：G80-05[文化科学—运动人体科学]