| 从职业足球赛事女性球迷的视角探索品牌关系与行为意向 |
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| 引用本文： | 隋亚男.从职业足球赛事女性球迷的视角探索品牌关系与行为意向[J].湖北体育科技,2020(1):22-27. |
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| 作者姓名： | 隋亚男 |
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| 作者单位： | ;1.吉林体育学院研究生院 |
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| 摘 要： | 研究以品牌关系质量理论和消费行为理论作为逻辑起点,通过社会网络分析法(SNA)发现男性球迷和女性球迷在参与职业足球赛事品牌消费时的消费行为存在意向差异,在沿着女性球迷社会角色和文化特征为主线的情况下,整理女性球迷参与下的品牌关系质量特征,将职业足球赛事品牌关系质量划分为满意、信任、承诺3个方面,并运用路径分析构建并验证女性球迷参与下的职业足球赛事品牌关系质量与口碑传播意向间的路径关系,以探究女性球迷参与职业足球赛事品牌消费的行为意向特点。结果表明,女性球迷更倾向于通过口碑接收和传播来表达她们对赛事品牌的参与意向,并且女性球迷在职业足球赛事品牌关系中的品牌满意是影响女性球迷口碑传播意愿的关键因素。
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| 关 键 词： | 职业足球赛事 品牌关系质量 女性球迷 可视化 消费行为意向 |
Exploring Brand Relationship and Behavioral Intention from Perspective of Female Football Fans in Professional Football Tournaments |
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| SUI Yanan.Exploring Brand Relationship and Behavioral Intention from Perspective of Female Football Fans in Professional Football Tournaments[J].Journal of Hubei Sports Science,2020(1):22-27. |
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| Authors: | SUI Yanan |
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| Institution: | (Graduate Department of Jilin Sport University,Changchun Jilin,130022) |
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| Abstract: | Based on brand relationship quality theory and consumer behavior theory as logical starting points, this study finds out that there are differences in consumer behavior between male fans and female fans when they participate in brand consumption in professional football matches through social network analysis(SNA). With the social role and cultural characteristics of female fans as the main line, this study sorts out the quality characteristics of brand relationship with the participation of female fans, and divides the quality of brand relationship in professional football matches into three aspects, satisfaction, trust and commitment. And though path analysis to construct and verify the path relationship between brand relationship quality and word-of-mouth communication intention of professional football matches under the participation of female fans, so as to explore the behavior intention characteristics of female fans participating in brand consumption of professional football matches. The results show that female fans are more inclined to express their intention to participate in the tournament brand through word-of-mouth reception and dissemination, and brand satisfaction of female fans in the brand relationship of professional football matches is the key factor that affects female fans’ intention to spread wordof-mouth. |
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| Keywords: | professional football match brand relationship quality female fans visualization consuming behavioral intention |
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