消费者调节聚焦对赛事赞助效果的影响研究  

The Impact of Consumer Regulatory Focus on the Sport-event Sponsorship Effect

作　　者：杨洋[1] 方正[2] 江明华[3] 

机构地区：[1]成都理工大学商学院,四川成都610059 [2]四川大学商学院,四川成都610064 [3]北京大学光华管理学院,北京100871

出　　处：《体育科学》2015年第1期24-34,共11页China Sport Science

基　　金：国家自然科学基金项目(71172030);教育部人文社会科学研究项目(14YJC630166;14XJA630001);四川省教育厅人文社会科学(体育社会科学)重点研究基地项目(TY2014202);成都理工大学中青年骨干教师培养计划(KYGG201420)

摘　　要：采用两个实验重点研究了消费者调节聚焦对赛事赞助效果的影响及其作用机制,解决了现有研究间的矛盾。结果显示,消费者调节聚焦会调节赛事质量和赞助匹配对品牌资产的影响强度;对于趋近型消费者,赞助匹配对品牌资产的路径系数显著大于赛事质量;对于规避型消费者,赛事质量对品牌资产的路径系数大于赞助匹配,但没发现显著差异;赞助态度和定位清晰度在赛事赞助和品牌资产之间具有中介作用;调节聚焦通过调节赛事赞助对赞助态度和定位清晰度的影响进而影响品牌资产,而非通过调节赞助态度和定位清晰度对品牌资产的影响而产生作用。赞助匹配无论是通过操控同一品牌的不同赞助方式获得,还是操控不同匹配水平的两个品牌获得;调节聚焦无论采用情景性调节聚焦,还是特质性调节聚焦,均得到一致的研究结果。In order to solve the contradiction in the event sponsorship ,this paper studies the moderating effect of customer regulatory focus between event sponsorship and brand equity . Two experiments show that 1 ） regulatory focus could moderate the relative impact of game quality and sponsorship fit ;2） for promotion focused consumer ,path coefficient between spon‐sorship fit and brand equity is significantly greater than that of game quality ;3 ） for prevention focused consumer ,path coefficient between game quality and brand equity is greater than that of sponsorship fit ,but it is not significant ;4 ） sponsorship attitude and position clarity have mediation effect between sponsorship and brand equity ;5 ） regulatory focus moderates the im‐pact of sponsorship on sponsorship attitude and position clarity ,but not moderates the impact of sponsorship attitude and position clarity on brand equity .Manipulating sponsorship fit by different sponsorship form or by different brand ,manipulating regulatory focus by situational focus or by chronic focus ,the experiments show consistent results .

关 键 词：调节聚焦 赛事质量 赞助匹配 品牌资产 

分 类 号：G80-05[文化科学—运动人体科学]