体育赞助的评估模型结构及测量研究——基于品牌信任理论和态度ABC理论  

Evaluation Model Structure and Measurement of Sports Sponsorship

作　　者：郑桂凤[1] 曹立[2] 杨雄[2] 

机构地区：[1]厦门大学嘉庚学院体育部,福建漳州363123 [2]厦门大学体育教学部,福建厦门361005

出　　处：《体育成人教育学刊》2015年第6期37-40,共4页Journal of Sports Adult Education

摘　　要：结合品牌信任理论和态度ABC理论,研究体育赞助的心理效果在赞助一致性基础上提升消费者品牌信任的机制,以及提升信任之后产生购买行为倾向的程度,并建构体育赞助心理效果的评估体系。利用问卷调查法、数理统计法和结构方程模型对体育赞助的评估体系进行重构和数据验证,研究结果表明:体育赞助效果的评估结构由赞助一致性、品牌信任理论的三个维度和购买行为倾向五个维度构成,赞助一致性是保证体育赞助取得积极效果的前提,品牌信任三维度均对消费者的购买行为倾向有积极影响。Based on theory of brand trust and ABC theory,the paper researches the psychological effect of sports sponsorship and the mechanism of brand trust of consumers,degree of consumption tendency after the trust increase and construct the evaluation system of sports sponsorship psychological effect.With the research methods of literature study,statistics and structure formula model,the paper makes restructuring and test of the evaluation system of sports sponsorship.The research findings show that the evaluation structure of sports sponsorship effect consists of sponsorship coherence,three dimensions of brand trust theory and five dimensions of consumption tendency.The sponsorship coherence is the prerequisite of positive effect of sports sponsorship and the three dimensions of brand trust has positive influence on consumption tendency.

关 键 词：品牌信任 态度ABC理论 体育赞助 结构方程模型 

分 类 号：G80-05[文化科学—运动人体科学]