消费者品牌感知价值对商业性羽毛球赛事购票意愿的影响——基于品牌偏好的中介  

Impact of Consumers’ Brand Perceptive Value on the Willingness to Buy Commercial Badminton Tournament Tickets

作　　者：张文静 荆汶 ZHANG Wen-jing;JING Wen(School of Physical Education,Shandong University,Jinan,Shandong 250061,China)

机构地区：[1]山东大学体育学院,山东济南250061

出　　处：《体育研究与教育》2021年第1期55-60,共6页Sports Research and Education

摘　　要：基于全国性羽毛球赛事活动,以羽毛球体育赛事消费者为调查对象,对羽毛球品牌感知价值、品牌偏好对消费者购买意愿产生的影响作用进行研究。结果表明:(1)品牌感知价值中的情感价值、社会价值、感知风险能够直接影响品牌偏好;(2)情感价值、经济价值和社会价值是影响购买意愿的直接性因素;(3)品牌偏好能够正向影响购买意愿;(4)品牌偏好在品牌感知价值和购买意愿中起中介作用。This paper takes the national badminton events as an example,with its badminton consumers as the research object,and studied the impact of badminton brand perceived value and brand preference on consumers’purchase willingness. The results show that emotional value,social value,perceived risk in brand perceived value can directly affect brand preference. Emotional value,economic value and social value are the direct factors influencing the purchase willingness. Brand preference can have positive influence on purchase willingness.Brand preference plays an intermediary role in the brand perceptive value and purchase willingness.

关 键 词：体育消费者 羽毛球赛事 品牌感知价值 品牌偏好 购买意愿 

分 类 号：G80-054[文化科学—运动人体科学]