| 职业体育球迷态度忠诚度影响因素的实证研究 |
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| 引用本文： | 张森.职业体育球迷态度忠诚度影响因素的实证研究[J].哈尔滨体育学院学报,2014,32(5):6-11. |
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| 作者姓名： | 张森 |
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| 作者单位： | 河南大学体育学院,河南开封,475001 |
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| 基金项目： | 国家体育总局哲学社会科学研究项目 |
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| 摘 要： | 通过对球队认同感、顾客满意度与态度忠诚度之间的关系进行分析,为制定职业体育市场营销策略提供参考.研究结果得出：球队认同感和顾客满意度的提升能显著增加球迷的认知品牌忠诚度,认知品牌忠诚度则能够显著提升球迷的情感品牌忠诚度,情感品牌忠诚度在一定条件下能够提升球迷的意向品牌忠诚度,球迷对职业体育品牌的信任会增加对该品牌的喜好程度,进而会增加对该品牌所提供产品的再购意愿等.
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| 关 键 词： | 职业体育球迷 态度忠诚度 顾客满意度 球队认同感 |
Empirical Study on Influencing Factors of Professional Sport Fans Attitudinal Loyalty |
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| Authors: | ZHANG Sen |
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| Abstract: | Based on Oliver＇ attitudinal loyalty model, Using the methods of literature, inter- net questionnaire and date statistics, give a assessment for relationship between team identification, customer satisfaction and attitudinal loyalty of cognitive, affective, and conative components of professional sport fans. The purpose of this study is emphasized the importance of measuring attitudinal loyalty to identify attitudinal loyal customers and better understand their repurchasing intentions in the professional sport clubs, conclusions as followed： both CS and TI have a positive correlation with CBL, CBL can significant increase fang ABL, ABL not al- ways could increase fang CNL, fans have a strong believe for brand quality will increase the fang ＇like＇ degree for this brand, consequently, repurchase this kind of professional sport commodity . |
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| Keywords: | Professional sport fans Attitudinal loyalty Customer satisfaction Team identification |
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