基于SEM的体育用品消费者自我概念一致性、品牌依恋、品牌忠诚的关系研究  

Research on the Relationship between Self-Concept Consistency, Brand Attachment and Brand Loyalty of Sporting Goods Consumers Based on SEM

作　　者：谢春龙 郑国华[1] XIE Chunlong;ZHENG Guohua(Shanghai University of Sport,Shanghai 200438)

机构地区：[1]上海体育学院休闲学院,上海200438

出　　处：《成都体育学院学报》2022年第6期130-135,共6页Journal of Chengdu Sport University

摘　　要：文章从消费者视角出发,以消费者和企业品牌的关系为核心,对体育用品消费者自我概念一致性、品牌依恋、品牌忠诚度的关系进行了结构模型分析。文章得出:体育用品消费者的自我概念一致性、品牌依恋、品牌忠诚度的模型成立,具体体育用品消费者的自我概念一致性越高品牌忠诚度和品牌依恋越高、品牌依恋越高品牌忠诚度越高、品牌依恋对自我概念一致性与品牌忠诚度之间有中介作用。Taking the relationship between consumers and corporate brands as the core, this paper makes a structure-model analysis of the relationship among self-concept consistency, brand attachment and brand loyalty of sports goods consumers from the perspective of consumers. It is concluded that the model of self-concept consistency, brand attachment and brand loyalty of sporting goods consumers is workable. The higher the self-concept consistency of specific sporting goods consumers, the higher the brand loyalty and brand attachment, the higher the brand attachment, the higher the brand loyalty. Brand attachment has a mediating effect between self-concept consistency and brand loyalty.

关 键 词：体育品牌 自我概念一致性 品牌依恋 品牌忠诚度 体育消费 体育产业 

分 类 号：G80-052[文化科学—运动人体科学]