| 消费者对竞猜型体彩的态度、信念对其产品口碑传播的影响研究 |
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| 引用本文： | 张瑞林,李凌,贾文帅.消费者对竞猜型体彩的态度、信念对其产品口碑传播的影响研究[J].北京体育大学学报,2018,41(12):26-35. |
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| 作者姓名： | 张瑞林 李凌 贾文帅 |
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| 作者单位： | 吉林体育学院，吉林 长春 130022,山东大学体育学院，山东 济南 250000,吉林体育学院，吉林 长春 130022 |
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| 基金项目： | 国家社会科学基金项目（项目编号：10BTY031）；吉林省社会科学重点项目（项目编号：2015A3） |
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| 摘 要： | 摘要：口碑传播可以有效预测并提高产品的销量。从消费者资产价值的视角出发，以消费者对竞猜型体育彩票的态度和信念与其产品口碑传播意向间的影响关系为研究对象，运用相关、回归等分析方法，探讨了态度和信念及其两者的交互项对产品口碑传播意向的影响作用。研究结果表明：态度和信念均能显著提升消费者对竞猜型体育彩票的产品口碑传播意向，但信念提高产品口碑传播意向的程度要大于态度；态度和信念的交互项对竞猜型体育彩票消费者的产品口碑传播意向也具有显著的提升作用，且只有在弱信念条件下，消费者对竞猜型体育彩票的态度和信念才会存在正向交互效应，而在强信念条件下这种交互效应并不存在。研究认为，在制定竞猜型体育彩票营销策略时，不仅要关注竞猜型体育彩票消费者的认知信息和情感信息，更需要重视消费者对竞猜型体育彩票的信念；在对竞猜型体育彩票发动产品口碑传播策略时，营销管理人员应尽量选择具有弱信念、强态度特质的消费者作为该策略的参与者。
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| 关 键 词： | 关键词：竞猜型体育彩票 产品口碑 口碑传播 购彩态度 信念 |
| 收稿时间： | 2018/6/28 0:00:00 |
Effect of Consumers' Attitudes and Beliefs of Guessing Sports Lotter on the Intention of Word-of-mouth Dissemination |
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| ZHANG Rui-lin,LI Ling and JIA Wen-shuai.Effect of Consumers' Attitudes and Beliefs of Guessing Sports Lotter on the Intention of Word-of-mouth Dissemination[J].Journal of Beijing Sport University,2018,41(12):26-35. |
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| Authors: | ZHANG Rui-lin LI Ling and JIA Wen-shuai |
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| Institution: | Jilin Sport University, Changchun 130022, Jilin China,School of Physical Education, Shandong University, Jinan 250000, Shandong China and Jilin Sport University, Changchun 130022, Jilin China |
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| Abstract: | Abstract: Word-of-mouth communication can effectively predict and improve product sales. From the perspective of consumer asset value, this study took the relationship between consumer attitude and belief of guessing sports lottery and the intention of word of mouth as the object, applied relevant analysis, stepwise regression and other analytical methods, and discussed the influence of attitude and belief and their interaction on the intention of word-of -mouth communication. The results showed that both attitude and belief can significantly improve consumers'' intention to spread by word of mouth of products for guessing sports lottery, but beliefs can enhance the intention more than attitudes. The interaction of attitude and belief also has a significant enhancement effect on the product word-of-mouth communication intention of consumers of guess sports lottery, and only under the condition of weak belief, the positive interaction effect of consumers'' attitude and belief to competitive sports lottery exists, but under the condition of strong belief, this interaction effect does not exist. The study held that, when making the marketing strategy of guessing sports lottery, we should not only pay attention to the cognitive information and emotional information of guessing sports lottery consumers, but also pay attention to consumers'' belief in guessing sports lottery. When launching word-of-mouth communication strategy for guessing sports lottery, marketing managers should choose consumers with strong belief and strong attitude as the participants. |
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| Keywords: | Keywords: guessing sports lottery word-of-mouth of production word-of-mouth communication attitudes towards buying lottery tickets beliefs |
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