上海市体育赛事品牌关系质量的实证研究——基于消费者(观众)的视角

借鉴品牌关系质量理论,运用因子分析方法,测算上海市体育赛事品牌关系质量的影响因子,分析不同类别体育赛事中,赛事品牌关系质量影响因素对消费者(观众)赛事消费行为的影响.研究表明,商业性赛事品牌和非营利性赛事品牌关系质量问卷均具有良好的信、效度；在消费者赛事消费行为影响因素的比对过程中,不同运营性质的体育赛事品牌关系质量呈现一定的差异.多元回归分析显示,观众满意、赛事品牌关系质量5个因子、消费者性别进入商业性体育赛事品牌消费者行为回归模型；观众满意、赛事品牌关系质量4个因子进入非营利性体育赛事消费者行为回归模型.根据研究结果,提出了提升上海市体育赛事品牌竞争力的相关建议.

Empirical Research on the Quality of Shanghai Sports Events Brand Relations——Based on Consumer Perspectives

Brand relationship quality as the theory foundation,research and probe into Shanghai city sports brand relationship quality influence factor and the consumer behavior influence.Research shows that,the commercial sports brand and non-profit game brand questionnaire has good reliability and validity;different operation nature of the sports brand relationship quality a certain differences and common points;multiple regression analysis revealed,customer satisfaction,brand relationship quality 5 factors,gender into commercial sports brand consumer behavior regression model;customer satisfaction,brand relationship quality 4 factors into the nonprofit sports consumer behavior regression model;according to the research result,put forward to promote Shanghai city sports brand competitiveness of the relevant recommendations.