体育消费者赛事赞助感知对赞助品牌形象的影响研究——基于赛事卷入度的调节作用  

Research on the Influence of Sports Consumers’ Perception of Event Sponsorship on Sponsorship Brand Image——Based on Regulating Effects of Event Involvement

作　　者：沈纲 刘高福 SHEN Gang;LIU Gaofu(School of Physical Education,Changzhou University,Changzhou 213164,Jiangsu,China;Business College,Jiangxi Normal University,Nanchang 330022,China)

机构地区：[1]常州大学体育学院,江苏常州213164 [2]江西师范大学商学院,南昌330096

出　　处：《西安体育学院学报》2021年第6期705-712,共8页Journal of Xi'an Physical Education University

基　　金：国家社会科学基金项目(19BTY060)。

摘　　要：在体育赞助环境下,消费者对赞助的感知和对赛事的卷入度是影响赞助商品牌形象的关键要素。为厘清在赛事卷入度的作用下体育赛事赞助感知对赞助品牌形象的影响机理,以体育赛事消费者为调查对象,在理论研究的基础上,通过结构方程模型分析和分层回归模型分析,系统检验了体育赛事赞助感知在不同维度对赞助品牌形象的影响,以及赛事卷入度在该影响过程中的调节作用。研究发现,体育赛事赞助感知会从真诚度感知和匹配度感知2个维度对赞助品牌的功能性形象、体验性形象和象征性形象产生促进作用,进而影响体育赛事消费者对赞助品牌商品的购买意愿。当消费者对赞助赛事的认知卷入和情感卷入越高时,这种赞助感知对赞助品牌形象的提升作用会进一步扩大,从而使得消费者的赛事卷入度在该影响过程中表现出正向的调节作用。In the sports sponsorship environment, consumers’ involvement for sponsorship event and brand is a key factor that influences sponsor’s brand image. In this thesis, sport sponsorship consumers are respondents, a model is built based on an integrated perspective and involvement degree is empirically examined to influence brand image. The study systematically tests the influence of sports sponsorship perception on sponsorship brand image in various dimensions. Sincerity perception and sponsor brand attitude both have the significant direct positive impact for functional image, experiential image and symbolic image. In addition to symbolic image having no significant direct impact for purchase intention, functional image and experiential image both have the significant direct positive impact for purchase intention. Also, experiential image has the greater influence for purchase intention. The above study shows that it is important theoretical significance for sponsoring enterprise to develop and optimize sponsorship marketing strategy.

关 键 词：赞助卷入度 真诚度感知 赞助商品牌态度 品牌形象 购买意愿 

分 类 号：G808.22[文化科学—体育训练]