体育自媒体用户个体特征对消费意愿的影响:信息价值和信任倾向的双重中介作用

为了探讨体育自媒体用户个体特征对消费意愿影响,研究采用了文献资料、问卷调查、因子分析、结构方程等多种方法,构建并检验了个体特征对消费意愿影响的结构方程模型。研究结果表明:个体特征、信息价值、信任倾向分别对消费意愿具有显著的正向作用,信息价值、信任倾向在个体特征影响消费意愿的过程中具有多重中介作用。鉴于此,提出激发体育自媒体用户消费意愿的对策与建议,为今后体育自媒体制定营销策略方面提供一些理论参考与实践指导。

The Influence of Individual Characteristics of Sports we Media users on Consumption Intention:The Dual Mediating Effect of Information Value and Trust tendency

In order to explore the influence of individual characteristics of sports we media users on consumption intention,this study adopts multiple methods such as literature,questionnaire,factor analysis,and structural equation to construct and test the structural equation model of individual characteristics'influence on consumption intention.The results show that individual characteristics,information value,and trust tendency have significant positive effects on consumption intention respectively.Information value and trust tendency have multiple mediating effects in the process of individual characteristics affecting consumption intention.In view of this,countermeasures and suggestions are proposed to stimulate the consumption willingness of sports we media users,so as to provide some theoretical reference and practical guidance for making marketing strategies for sports we media in the future.