竞猜型体育彩票消费者忠诚度研究:体验价值与观赛热情的交互效应  

Research on Consumer Loyalty of Toto:The Interaction between Experiential Value and Sports Watching Passion

作　　者：刘圣文 李凌[3] 项鑫[4] LIU Shengwen;LI Ling;XIANG Xin(Renmin University of China, Beijing 100872, China;Shandong Sport University, Jinan 250102, China;Shandong University , Jinan 250061, China;Jilin Sport University, Changchun 130022, China)

机构地区：[1]中国人民大学经济学院,北京100872 [2]山东体育学院研究生院,济南250102 [3]山东大学,济南250061 [4]吉林体育学院,长春130022

出　　处：《体育与科学》2018年第3期100-106,共7页Sports & Science

基　　金：山东省社会科学规划研究重点项目;项目号:14BTYJ02;山东省体育局社会科学项目;项目号:鲁体科计字2017007;山东省体育局社会科学项目;项目号:鲁体科计字2017008

摘　　要：竞猜型体育彩票是与体育事业联系最为紧密的彩种。本研究以竞猜型体育彩票消费者为研究对象,采用立意抽样方式,运用相关分析、阶层回归等研究方法,分析了体验价值、观赛热情及其两者交互项对消费者忠诚度的影响。研究表明,体验价值和观赛热情均对消费者忠诚度有正向的影响,并且体验价值与观赛热情的交互项对忠诚度存在显著的正向影响;高观赛热情会加强体验价值对忠诚度的影响效果;低观赛热情会减弱体验价值对忠诚度的影响效果。研究建议,要通过售前营销、售中提升感受质量、售后增加服务内容,来提升消费者的体验价值,同时,应尽早发行基于中超、CBA等国内知名赛事的竞猜型体育彩票,以增加消费者的观赛热情。Toto most closely relates to the sports undertakings.Taking Toto consumers as the research object,using the method of deliberate sampling,correlation analysis,hierarchical regression,this study analyzed the experience value,the game watching passion and their interaction impact on consumer loyalty.The research showed that the experience value and sports watching passion all had a positive impact on consumer loyalty,and the interactive items of experience value and sports watching passion had a significant positive impact on loyalty.High sports watching would reinforce the impact of experience value on the loyalty,and low sports watching passion would weaken the effect of experience value on loyalty.This study suggested that consumers’ experience value should be enhanced through pre-sales marketing,promotion the service quality,and increase after-sales service contents.At the same time,Toto based on well-known domestic competitions such as CSL and CBA should be released as soon as possible to increase sports watching passion of the consumers.

关 键 词：竞猜型体育彩票 体验价值 观赛热情 忠诚度 交互效应 

分 类 号：G80-05[文化科学—运动人体科学]