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体育赞助对消费者购买意向影响的实证研究——来自中国高校在校生的数据
引用本文:刘文彬.体育赞助对消费者购买意向影响的实证研究——来自中国高校在校生的数据[J].湖北经济学院学报,2007,5(3):103-107.
作者姓名:刘文彬
作者单位:厦门大学,管理学院,福建,厦门,361005
摘    要:本文在文献回顾的基础上尝试采用实证方法探索体育赞助对消费者(学生)购买意向的影响.对3种运动饮料类产品和3种运动服饰类产品的研究表明,体育赞助对消费者(学生)购买意向会产生积极作用,但是由于消费者的品牌偏好和价格敏感性等所存在的差异,因此并不是越喜爱体育运动的消费者越是倾向于购买体育赞助多的企业的产品.

关 键 词:体育赞助  购买意向  企业形象
文章编号:1672-626X(2007)03-0103-05
修稿时间:2007-03-27

An Empirical Investigation on the Influence of Sports Sponsorship on the Buying Intent of Consumers——Data from some Chinese university students
LIU Wen-bin.An Empirical Investigation on the Influence of Sports Sponsorship on the Buying Intent of Consumers——Data from some Chinese university students[J].Journal of Hubei University of Economics,2007,5(3):103-107.
Authors:LIU Wen-bin
Institution:School of Management,Xiamen University,Xiamen 361005,China
Abstract:This article explores the influence of sports sponsorship on consumers'(students) buying intent with empirical methods on the basis of literature review.Through the research on three kinds of sport drinks and three kinds of sport clothes,it concludes that sports sponsorship exerts active influence to consumers'(students) buying intent.But due to different brand preferences and price-sensitiveness level of consumers,it is not the case that those who are more interested in sports activities are more likely to buy those products with more sports sponsorship.
Keywords:sports sponsorship  buying intent  corporate image
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