职业体育俱乐部的企业社会责任对消费者信任的影响研究

发布时间：2018-11-21 13:33

【摘要】：以探讨企业社会责任如何影响消费者对职业体育俱乐部的信任为研究目的,选取785名职业体育消费者作为样本,采用定量问卷调查与定性内容分析相结合的研究方法,分析我国职业体育俱乐部所实施的企业社会责任措施对消费者信任的影响。结果认为:消费者的企业社会责任感知能够对职业体育俱乐部的感知诚实度和感知信任度产生直接影响;在一定范围内,影响职业体育俱乐部赛事产品的感知质量和消费者满意度;消费者的企业社会责任感知与赛事产品感知质量之间的关联程度随着消费者对俱乐部投资企业社会责任措施战略动机归因程度的变化而改变;消费者对职业体育俱乐部的企业社会责任感知期望越高,企业社会责任感知对消费者感知信任度的影响就越强。结论:由于消费者的质量感知和信任是形成消费决策过程的重要决定因素,向消费者提供高质量的赛事产品是职业体育俱乐部生存和成功的关键。建议职业体育俱乐部应对企业社会责任措施以及与消费者进行沟通的途径进行慎重选择,并将消费者的企业社会责任期望和感知整合到职业体育俱乐部的信息营销系统中去,以检测消费者的需要、期望和感知的持续变化。
[Abstract]:In order to explore how corporate social responsibility affects consumers' trust in professional sports clubs, 785 professional sports consumers are selected as samples, and a quantitative questionnaire survey combined with qualitative content analysis is adopted. This paper analyzes the impact of corporate social responsibility measures implemented by professional sports clubs on consumer trust. The results show that the sense of corporate social responsibility of consumers can have a direct impact on perceived honesty and perceived trust of professional sports clubs; To a certain extent, it affects the perceived quality and consumer satisfaction of professional sports club products; The degree of correlation between consumers' knowledge of corporate social responsibility and perceived quality of event products changes with the change of the degree of strategic motivation attribution of consumers' investment in corporate social responsibility measures in clubs; The higher consumers' expectation of corporate social responsibility of professional sports clubs, the stronger the influence of corporate social responsibility knowledge on consumers' perceived trust. Conclusion: because the quality perception and trust of consumers are the important determinants in the process of consumer decision making, it is the key to the survival and success of professional sports clubs to provide high quality competition products to consumers. It is suggested that professional sports clubs should carefully choose the measures of corporate social responsibility and the ways to communicate with consumers, and integrate consumers' expectations and perceptions of corporate social responsibility into the information marketing system of professional sports clubs. To detect continuous changes in consumer needs, expectations and perceptions.
【作者单位】：河南大学体育学院;苏州大学体育学院;
【基金】：国家软科学计划项目(项目编号:2012GXS4B058) 国家体育总局哲学社会科学研究项目(项目编号:1934SS13095)
【分类号】：G80-05

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