自我概念一致性与功能一致性对体育用品品牌重购行为的影响研究

发布时间：2018-03-06 06:01

本文选题：自我概念一致性　切入点：功能一致性　出处：《成都体育学院学报》2017年01期 　论文类型：期刊论文

【摘要】：基于工具-象征理论框架,本文将体育用品品牌重购行为的影响因素划分为自我概念一致性和功能一致性,构建了自我概念一致性、功能一致性、品牌关系质量和体育用品品牌重购行为的关系模型,并采用结构方程模型的方法,验证了该模型。研究表明:自我概念一致性和功能一致性都对体育用品重购行为有显著积极影响;自我概念一致性对功能一致性有显著积极影响;品牌关系质量在自我概念一致性-品牌重购行为、功能一致性-品牌重购行为间起到了部分中介作用。研究结果进一步完善和丰富了体育用品重购行为理论,也为体育用品品牌营销提供了有效的方向性指导。
[Abstract]:Based on the framework of tool-symbol theory, this paper divides the influencing factors of sporting goods brand repurchase into self-concept consistency and functional consistency, and constructs self-conceptual consistency and functional consistency. The relationship model of brand relationship quality and sporting goods brand repurchase behavior, and the structural equation model. The model was validated. The results showed that: Self-concept consistency and functional consistency had significant positive effects on the repurchase of sports articles, self-concept consistency had significant positive influence on functional consistency, and self-concept consistency had a significant positive effect on the repurchase of sporting goods. Brand relationship quality plays a part of intermediary role between self-concept consistency-brand repurchase behavior, functional consistency-brand repurchase behavior. The research results further improve and enrich the theory of sporting goods repurchase behavior. Also for sports goods brand marketing to provide effective directional guidance.
【作者单位】：华东理工大学体育经济理论研究所;
【基金】：国家自然科学基金“基于工具象征框架的小微企业营销绩效研究:顾客合法性感知视角”(71302160) 华东理工大学中央高校基本科研业务费研究专项项目“象征性行动及市场导向对企业绩效的影响研究”(222201422009)
【分类号】：G80-05

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