体育彩票机构社会责任特征对购彩忠诚的影响:体彩机构声誉和购彩意向的链式中介作用  

Influences of Social Responsibility Characteristics of Sports Lottery Institutions on Lottery Loyalty:Chain Intermediary Effect of Sports Lottery Institution Reputation and Lottery Purchase Intention

作　　者：郭冬冬 王斌[3] 胡月[4] 张高华 王先茂 GUO Dongdong;WANG Bin;HU Yue(School of Economics&Management,Wuhan Sports Univ.,Wuhan 430079,China;Hubei Sports Industry Research Center,Wuhan 430079;School of P.E.,Central China Normal Univ.,Wuhan 430079,China;不详)

机构地区：[1]武汉体育学院经济与管理学院,湖北武汉430079 [2]湖北体育产业研究中心,湖北武汉430079 [3]华中师范大学体育学院,湖北武汉430079 [4]天津体育学院教育与心理学院,天津301617 [5]湖北民族大学体育学院,湖北恩施445000

出　　处：《武汉体育学院学报》2023年第4期21-28,共8页Journal of Wuhan Sports University

基　　金：国家社会科学基金后期资助项目(20FTYB010);湖北省教育厅科学技术研究项目(Q20224103);武汉体育学院2022年度青年教师科研基金项目(2022S04);湖北省教育厅人文社会科学重点研究项目(20D083);武汉体育学院2020年度青年教师科研基金项目(20Z04);2021年度湖北省高等学校哲学社会科学研究项目(21Q187)。

摘　　要：为探讨体育彩票机构社会责任特征、体彩机构声誉、购彩意向和购彩忠诚的关系,采用体育彩票机构社会责任特征问卷、购彩意向问卷、购彩忠诚问卷和体彩机构声誉问卷对665名购彩者进行调查,结果发现:(1)体育彩票机构社会责任特征、体彩机构声誉、购彩意向和购彩忠诚呈显著的两两正相关;(2)体育彩票机构社会责任特征不仅可以直接影响购彩忠诚,还可以通过体彩机构声誉、购彩意向的中介作用间接影响购彩忠诚,具体包括3条中介路径,即通过体彩机构声誉的中介路径、购彩意向的中介路径和通过体彩机构声誉和购彩意向的链式中介路径。构建的中介效应模型在一定程度上揭示了体育彩票机构社会责任特征影响购彩者购彩忠诚的作用机制,对责任彩票体系建设和培育忠诚购彩群体具有一定参考价值。To explore the relationship between social responsibility characteristics of sports lottery institutions,reputation of sports lottery institutions,lottery intention and lottery loyalty,665 lottery buyers were investigated by questionnaire on social responsibility characteristics of sports lottery institutions,lottery loyalty questionnaire and lottery reputation questionnaire.The results showed that the social responsibility characteristics of sports lottery institutions,reputation of sports lottery institutions,lottery intention and lottery loyalty showed significant pairwise positive correlation.The social responsibility characteristics of sports lottery institutions could not only directly affect lottery loyalty,but also indirectly affect lottery loyalty through the intermediary role of the reputation and intention of sports lottery institutions,including the intermediary path through the reputation of sports lottery institutions,the intermediary path through the intention of buying lottery tickets and the chain intermediary path through the reputation and intention of sports lottery institutions.To some extent,the intermediary effect model established revealed the mechanism that the social responsibility characteristics of sports lottery institutions affected the loyalty of lottery buyers,and could provide reference for the construction of responsible lottery system and the cultivation of loyal lottery buyers.

关 键 词：体育彩票机构 社会责任 购彩忠诚 体彩机构声誉 购彩意向 

分 类 号：G80-05[文化科学—运动人体科学]