中超联赛球迷行为忠诚的形成机制:有中介的调节模型  

Formation Mechanism of Chinese Super League Fans’Behavioral Loyalty:A Mediated Moderation Model

作　　者：贾文帅 李凌[2] 王俊人 JIA Wenshuai;LI Ling;WANG Junren(Department of Graduate,Jilin Sport University,Changchun 130022,Jilin,China;School of Physical Education,Shandong University,Jinan 250061,Shandong,China;Department of Industrial Management,Taiwan Sport University,Taoyuan 33301,Taiwan,China)

机构地区：[1]吉林体育学院研究生处,吉林长春130022 [2]山东大学体育学院,山东济南250061 [3]台湾体育大学产业经营学系,中国台湾桃园33301

出　　处：《上海体育学院学报》2020年第11期76-85,94,共11页Journal of Shanghai University of Sport

基　　金：国家社会科学基金青年项目(18CTY007);吉林体育学院研究生科研创新基金项目(YC2018014)。

摘　　要：以对休闲涉入理论、社会认同理论和顾客忠诚度理论的认识为逻辑线,以符合市场区隔型态的中国足球协会超级联赛(中超联赛)球迷为具体调查对象,从探寻球迷心理行为模式的新视角构建中超联赛球迷行为忠诚形成机制的概念模型。利用实地收集的247份中超联赛球迷样本数据,采用路径分析和层次回归分析法对该模型进行检验。发现:①涉入程度对行为忠诚具有显著正向影响;②态度忠诚在涉入程度与行为忠诚之间起部分中介作用;③球队认同调节了涉入程度与行为忠诚之间的关系,表现为涉入程度在低球队认同条件下对行为忠诚具有显著正向影响,而在高球队认同条件下正向影响不显著;④球队认同对涉入程度与行为忠诚关系的调节作用仅以态度忠诚为部分中介而得以实现。Started with the leisure involvement theory,social identity theory and customer loyalty theory,the fans of the Chinese Football Association Super League(Chinese Super League,CSL)were taken in line with the market segregation pattern as the specific object of investigation,and the conceptual model of the formation mechanism of CSL fans’behavioral loyalty was constructed from the perspective of exploring fans’psychological behavior patterns.247 sample data were collected to test the model by path analysis and hierarchical regression analysis.The results find that:①the involvement has a significantly positive impact on behavioral loyalty;②the attitudinal loyalty partially mediates the relationship between the involvement and behavioral loyalty;③the team identification moderates the relationship between the involvement and behavioral loyalty,with a significantly positive effect on behavioral loyalty under the condition of low team identification and no significant positive effect under the condition of high team identification;④the moderating effect of team identification on the relationship between involvement and behavioral loyalty can only be realized by attitudinal loyalty as a partial intermediary.

关 键 词：中国足球协会超级联赛 球迷 行为忠诚 涉入程度 球队认同 态度忠诚 

分 类 号：G80-05[文化科学—运动人体科学]