服务主导逻辑导向下体育用品制造企业品牌价值共创研究——基于企业与客户互动的多重中介解释模型  

Research on Brand Value of Sporting Goods Manufacturing Enterprises under the Guidance of Service Leading Logic——Multiple Mediation Interpretation Models Based on the Interaction between Enterprises and Customers

作　　者：陈勇[1] 荣思军 CHEN Yong;RONG Sijun(Journal Editorial Department of Shandong Institute of Physical Education,Jinan 250102,China;Department of Physical Education,Shandong Jianzhu University,Jinan 250101,China)

机构地区：[1]山东体育学院期刊编辑部,山东济南250102 [2]山东建筑大学体育教学部,山东济南250101

出　　处：《南京体育学院学报》2020年第10期31-40,共10页Journal of Nanjing Sports Institute

基　　金：山东社科规划研究项目:基于产业价值链视角的山东体育产业发展研究(14BTYJ02)。

摘　　要：为考察服务主导逻辑导向下体育用品制造企业品牌价值共创的内在机制,以企业与客户互动界面的产品服务质量、品牌认同、私人关系、组织交易关系为中介变量,构建了一个多重中介解释模型。基于调查数据,运用结构方程对样本数据检验发现:产品服务质量、品牌认同、组织交易关系、私人关系在服务主导逻辑导向影响品牌价值的过程中起完全中介效应,在这4个中介变量中,产品服务质量的中介效应量最大,其次分别为品牌认同、组织交易关系、私人关系。In order to investigate the internal mechanism of the co-creation of the brand value of sports goods manufacturing enterprises under the guidance of service-oriented logic,a multi-intermediary interpretation model was constructed by taking the product service quality,brand identity,personal relationship and organizational transaction relationship of the interaction interface between enterprises and customers as intermediary variables.Based on the survey data of 261 enterprise managers and shareholder effective samples of 17 sporting goods manufacturing enterprises,using the structural equation to sample data inspection found that the quality of products and services,brand identity,organizational transaction relationship,and personal relationship play a full mediating role in the process of service-oriented logic orientation affecting brand value.Among these four median variables,the mediation effect of product service quality is the largest,followed by brand identity,organizational transaction relationship and personal relationship.

关 键 词：体育用品制造企业 品牌价值共创 服务主导逻辑 品牌认同 私人关系 组织交易关系 

分 类 号：G80-05[文化科学—运动人体科学]