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| 基于消费者行为的奥运赞助效果实证研究 | |
| 引用本文： | 冯文滔,胡波,楼春永.基于消费者行为的奥运赞助效果实证研究[J].软科学,2008,22(8). |
| 作者姓名： | 冯文滔 胡波 楼春永 |
| 作者单位： | 1. 东南大学,经济管理学院,南京,211189 2. 上海财经大学,会计学院,上海,200433 3. 杭州市地税局,江干分局,杭州,310000 |
| 摘 要： | 从分析中国当代消费者行为出发,在华东地区进行问卷调研,采用结构方程模型评估奥运赞助营销的效果。实证结果说明中国企业在制定奥运赞助策略时要考虑中国当代消费者行为的特点,中国境内企业推行奥运赞助策略对于"消费者忠诚度"和"企业形象"可能会有显著提升,尤其对"消费者忠诚度"的影响较大,奥运赞助对于"消费者感知度"的影响相对较小。根据研究结论,提出了相应的策略建议。 |
| 关 键 词： | 奥运赞助 消费者行为 结构方程模型 |
An Empirical Study on Olympic Sponsorship Effects Based on Consumer Behavior |
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| FENG Wen-tao,HU Bo,LOU Chun-yong.An Empirical Study on Olympic Sponsorship Effects Based on Consumer Behavior[J].Soft Science,2008,22(8). | |
| Authors: | FENG Wen-tao HU Bo LOU Chun-yong |
| Abstract: | This paper evaluates the effect of Chinese Olympic sponsorship from the analysis of consumer behavior by using structural equation model based on questionnaire of East China. It shows that that enterprises in China need to consider the characteristics of the Chinese modern consumer behavior when formulating Olympic sponsorship strategies. The enterprises in China could promote "consumer loyalty" and "corporate image" distinctly by employing Olympic sponsorship marketing strategies, and "consumer loyalty" is the most important factor but relative small for "consumer awareness". Finally, some suggestions are put forward. |
| Keywords: | Olympic sponsorship consumer behavior structural equation model |
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