基于球迷心理契约的申花俱乐部产品的涉入与购买意愿关系研究

发布时间：2018-03-11 20:27

本文选题：申花俱乐部产品　切入点：涉入　出处：《上海体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：足球产业占整个体育行业总产值的40%,被誉为“世界第17大经济体”,具有无限的发展潜力。从2006年起我国体育产业占GDP总产值比重逐年上升,相比于发达国家我国人均体育产业消费值还有很大的差距,但是由于足球在中国有很大的市场需求且中国球迷数量庞大,因此我国足球产业是一座待开发的金矿。随着国家关于提高足球竞技水平和有序发展政策的推出,足球也逐渐成为人们认可和推崇的运动项目,这不仅仅得益于足球的自身魅力,还在于人们生活方式的改变。足球精神逐渐在全国开始传播,无论在工作、学习、人际交往中,团队合作、组织管理和自我规范一直约束着人们的思想和行为。在经济不断发展的基础上,我国足球联赛技术水平和球员球迷专业素养也会得到提升,俱乐部内部管理和赛事运作会日渐成熟,根据《国务院关于加快发展体育产业、促进体育消费的若干意见》的规划,我国足球产值到2025年将达到2万亿。本文运用文献综述法、问卷调查法和逻辑分析法对申花俱乐部产品涉入、球迷心理契约和购买意愿情况进行了调研,从产品涉入、广告涉入、购买决策涉入、球迷交易心理契约、关系心理契约和购买意愿六个方面对申花俱乐部现状和问题进行探讨,试图通过实证研究探究申花俱乐部产品涉入、球迷心理契约影响购买意向的相关路径,发现其中存在的因果关系。调研对象是身穿申花俱乐部标识的球迷,共收回了258份有效问卷,问卷总体克伦巴赫信度为0.817。研究采用SPSS21.0统计学分析软件,对调查问卷所获得的申花俱乐部产品涉入、球迷心理契约和购买意愿数据进行描述性统计分析、因子分析、结构分析等多种类型分析,试图解释申花俱乐部产品涉入存在的问题是否是影响球迷心理契约和购买意愿的原因。研究结果表明球迷对申花俱乐部产品涉入与心理契约、购买意愿产生部分积极正向影响,球迷心理契约与球迷购买意愿产生积极正向的影响。球迷对俱乐部产品涉入情况反映出交易心理契约和关系心理契约的程度,进而影响购买意愿,其中关系心理契约的中介作用更明显。球迷对俱乐部产品产品涉入、购买决策与心理契约在0.01的显著水平上呈现正相关,广告涉入与心理契约在0.01的显著水平上呈现负相关;球迷对俱乐部产品产品涉入和购买决策涉入与购买意愿之间有显著的正向影响,但是球迷对俱乐部产品广告涉入与购买意愿呈现负向影响;球迷通过交易心理契约、关系心理契约影响购买意愿在0.01水平上均呈现显著正相关。最后根据申花俱乐部球迷产品种类较少、球迷注重申花俱乐部的成绩、申花俱乐部与媒体沟通较少、俱乐部与球迷互动的方式比较单一的结论,提出相应的产品、广告和球迷互动、文化建设策略。
[Abstract]:Football industry accounts for 40% of the total output value of the whole sports industry. It is praised as "the 17th largest economy in the world" and has unlimited development potential. Since 2006, the proportion of sports industry in GDP output value has been increasing year by year. Compared with the developed countries, there is still a big gap in the per capita consumption value of the sports industry in China. However, due to the large market demand for football in China and the large number of Chinese fans, Therefore, the football industry in China is a gold mine to be developed. With the introduction of the national policy on improving the level of football competition and the orderly development of football, football has gradually become a recognized and respected sport. This is not only due to the charm of football itself, but also to the changes in people's way of life. The spirit of football has gradually begun to spread throughout the country, whether in work, study, interpersonal interaction, teamwork, Organizational management and self-regulation have been constraining people's thinking and behavior. On the basis of the continuous development of the economy, the technical level of Chinese football league matches and the professional quality of football fans will also be improved. According to the plan of the State Council on speeding up the Development of Sports Industry and promoting Sports consumption, the output value of Chinese football will reach 2 trillion by 2025. Questionnaire survey and logic analysis were conducted to investigate the product involvement, fans' psychological contract and purchase intention of Shenhua Club, from product involvement, advertising involvement, purchase decision involvement, fan trading psychological contract. This paper probes into the present situation and problems of Shenhua Club from six aspects of relationship psychological contract and purchase intention, and attempts to explore the relevant paths of Shenhua Club product involvement and fans' psychological contract influencing purchase intention through empirical research. The causal relationship was found. The subjects were fans wearing the logo of Shenhua Club, and 258 valid questionnaires were collected. The overall reliability of the questionnaire was 0.817. SPSS21.0 statistical analysis software was used in the study. This paper makes descriptive statistical analysis, factor analysis, structural analysis and other types of analysis on the data of Shenhua club product, psychological contract and purchase intention obtained from the questionnaire. This paper tries to explain whether the problems existing in the product involvement of Shenhua Club are the reasons that affect the psychological contract and purchase intention of the fans. The results show that the fans have some positive effects on the psychological contract and the purchase intention of the Shenhua Club products. The involvement of fans in the club products reflects the degree of the psychological contract of transaction and the psychological contract of relationship, which in turn affects the willingness to buy. The mediating effect of relationship psychological contract is more obvious. Fans' involvement in club products, purchase decision and psychological contract are positively correlated at 0.01 level, and advertising involvement is negatively correlated with psychological contract at 0.01 significant level. Fans have a significant positive influence on the involvement of club products and purchase decision involvement and purchase intention, but the fans have a negative influence on the club product advertising involvement and purchase intention; the fans have a negative impact on the club product advertising involvement and purchase intention, and the fans have a negative impact on the club product advertising involvement and purchase intention through the psychological contract of transaction. The relationship psychological contract affects the purchase intention of Shenhua club at 0.01 level. Finally, according to the fewer kinds of fans' products and the fans' attention to the achievements of Shenhua Club, the Shenhua Club has less communication with the media. The way of interaction between club and fans is a single conclusion, and the corresponding product, advertisement and fan interaction, cultural construction strategy are put forward.
【学位授予单位】：上海体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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