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论文编号：	13110
作者编号：	2120202856
上传时间：	2022/6/6 17:19:13
中文题目：	体育赛事赞助对Z世代消费者购买赞助商产品意愿的影响研究——以品牌酷度为中介变量
英文题目：	Effects of Sport Event Sponsorship on The Intention of Generation Z Consumers to Purchase Products of Sponsor: Brand Coolness as a Mediator
指导老师：	李桂华
中文关键字：	体育赛事赞助;感知契合度;品牌酷度;购买意愿
英文关键字：	Sport Event Sponsorship;Perceived Congruence;Brand Coolness;Purchase Intention
中文摘要：	日常生活中大量的信息使消费者的注意力变得越来越分散，消费者的注意已经变成一种稀缺资源。为了能在激烈的市场竞争中生存，如何能在短时间内获取消费者的注意，成为企业需要解决的新问题。Z世代消费者是1995年至2009年之间出生的人群，由于教育水平的提升和受到信息技术的影响，Z世代消费者表现出和以往消费者不一样的消费观念和消费行为。随着Z世代人群逐渐成为一个重要的市场细分群体，品牌也希望和Z世代消费者建立一种稳定的关系，从而赢得更多市场机会。本文认为，通过提升品牌酷度，品牌可以吸引更多消费者的注意，同时满足Z世代消费者的需求。 体育赛事赞助作为一种品牌战略，已经在过往研究中被证实可以给品牌带来多种回报，但体育赛事赞助是否能对品牌酷度产生影响，目前尚未得到证实。在现有文献中，体育赛事赞助可以通过感知契合度、品牌形象或品牌态度的中介作用影响消费者购买赞助商产品的意愿。除了这些已有的研究路径，本文希望从一个新的角度研究体育赛事赞助对消费者购买赞助商产品意愿的影响，即研究赞助商品牌酷度能否在其中起到一种中介作用。 本文以企业赞助2022年北京冬奥会为研究背景，以Z世代在校大学生作为研究对象，通过网络问卷的形式收集数据，并采用AMOS软件建立结构方程模型进行路径分析。研究发现，赞助感知契合度、消费者对赞助商品牌的原有态度和赞助传播度均对消费者对赞助商品牌酷度的评价有显著的正向影响，同时消费者对赞助商品牌酷度的评价对他们购买赞助商产品的意愿有显著的正向影响。此外，本文还发现消费者对赞助商品牌酷度的评价在体育赛事赞助对消费者购买赞助商产品意愿的影响中起到中介作用。本文的研究可以作为对现有品牌酷度研究文献和体育赛事赞助研究文献的有益补充，同时也给企业赞助体育赛事提供了新的管理启示。体育赛事赞助能提高品牌的活力性、流行性和标志性，品牌选择要赞助的体育赛事时需要考虑赛事的规模、影响力以及赛事和品牌的契合度，还要制定完善的赞助传播策略。
英文摘要：	Consumers suffer from information overload every day and their attention becomes limited. Many brands find it difficult to communicate with their potential customers, because they are not willing to spend time on watching boring advertisements. To improve competitiveness, brands are eager to find new ways to get consumers’ attention. Generation Z refers to those born between 1995 to 2009. These people show different consumption concepts and behaviors because of more available information, rich education experience and new consumer culture. Since Generation Z consumers have become an important segment, brands are supposed to build a stable relationship with them. We believe that being a cool brand can help brands capture consumers' attention and satisfy the needs of Generation Z consumers. Sport event sponsorship has been proved to enhance brand awareness, improve brand image and influence consumers’ intention to purchase products of sponsor. But whether brands can enhance brand coolness by sponsoring sport events remains unknown. Moreover, we want to know whether brand coolness acts as a mediator between sport event sponsorship and consumers’ intention to purchase products of sponsor. We took Beijing 2022 Winter Olympics to set a research background and collected data from university students. And we used AMOS to develop a structural equation model and analyzed the relationship between the constructs. The result shows that consumers’ prior attitude towards sponsor, sponsorship congruence and sponsorship communication all have a significant positive influence on sponsor brand coolness, and sponsor brand coolness has a significant positive influence on consumers’ intention to purchase products of sponsor. Meanwhile, consumers’ sport event involvement, consumers’ prior attitude towards sponsor and sponsorship communication all have a significant positive influence on consumers’ purchase intention. Finally, we confirmed the mediation effect of brand coolness between sport event sponsorship and consumers’ intention to purchase products of sponsor. This research is a supplement for literature of brand coolness and sport event sponsorship. It also offers some managerial implications from a new perspective.
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