职业体育赛事绩效、消费者体验对再购意愿与口碑意愿的影响  

Effects of Professional Sports Events Performance,Consumer Experience on Repurchase Willingness and Word-of-mouth willingness

作　　者：游贵兵[1,2] 张瑞林 李凌[1] 王俊人[4] 

机构地区：[1]山东大学体育学院,山东济南250061 [2]淮北师范大学体育学院,安徽淮北235000 [3]吉林体育学院,吉林长春130022 [4]台湾体育大学管理学院,台湾桃园33301

出　　处：《天津体育学院学报》2017年第3期203-207,共5页Journal of Tianjin University of Sport

基　　金：国家自然科学基金项目(项目编号:71403149)

摘　　要：通过访谈法、问卷调查法、回归分析法等方法,主要探讨了职业体育赛事绩效、消费者体验对职业体育赛事再购意愿、口碑意愿的影响。(1)消费者对职业体育赛事的认同越强,其再购意愿与口碑意愿就越强。(2)职业体育赛事认同、职业体育赛事绩效以及消费者体验都对再购意愿有较强的干扰效果,对职业体育赛事的经营和外围产品的营销有正向影响。(3)职业体育赛事绩效在职业体育赛事认同与再购意愿之间存在干扰效果,问项各因素结果显著。职业体育赛事绩效中,职业体育赛事战绩是影响职业体育赛事认同,以及干扰消费者再购意愿的主要因素。职业体育赛事绩效中的各主要因素如职业体育赛事战绩、高层绩效管理、职业体育赛事经营绩效等因素都对职业体育赛事认同与再购意愿有直接正向促进作用和干扰效果。(4)消费者体验在职业体育赛事认同与再购意愿之间存在干扰效果,但未到显著水平。在产品体验部分中所得数据显示,消费者体验在职业体育赛事认同与再购意愿之间存在干扰效果。消费者对自身体验不是消费者再购意愿的影响因素,而消费者对赛事过程体验才是消费者再购意愿的影响因素。Through the methods of deep interview,questionnaire survey and regression analysis,this paper mainly discussed the effect of professional sportevents performance and consumer experience on professional sport events repurchase willingness and Word-of-mouth willingness. The main findings were asfollows：（1）The higher degree of consumer identification of professional sporting events,the higher repurchase willingness and Word-of-mouth willingness.（2）Professional sports events identification,professional sports events performance and consumer experience had a strong effect on consumer repurchase willing-ness,and they had a positive impact on the management of professional sports events and the marketing of peripheral products.（3）Professional sports events per-formance had an interference effect between professional sports events identification and repurchase willingness,the results of each factor were significant. Inthe performance of professional sports events,the professional sports events achievement is the main factor affecting the identification of professional sportsevents,as well as interfere with repurchase willingness. In the performance of professional sports events,the main factors such as professional sports achieve-ment,senior leadership performance management,management performance of professional sports events and other factors had a direct positive effect and inter-ference effect between professional sports events identification and repurchase willingness.（4）The consumer experience has an interference effect between pro-fessional sports events identification and repurchase willingness,but it has not reached a significant level. In the data obtained of product experience,the con-sumer experience has an interference effect between professional sports events identification and repurchase willingness,the consumer＇s own experience is notthe focuses factor of repurchase willingness,but the professional sports events experience of consumer is the focuses factor of repurchase willingness.

关 键 词：职业体育赛事认同 职业体育赛事绩效 消费者体验 再购意愿 口碑意愿 

分 类 号：G80-05[文化科学—运动人体科学]