体育赛事赞助的品牌传播对消费者购买意愿的影响研究

Research on the Influence of Sports Event-sponsored Brand Communication on Consumers Purchase Intention

赵祝佳(Zhujia Zhao)

《DPU International Conference on Business Innovation and Social Sciences 2022》 2022 (2022/05) Pp. 788-798

https://doi.org/10.29754/caicictbs.202205.0076

摘要

二战结束以来，世界格局迈向和平与发展的潮流，世界人民不再受物质需求的困扰，更多的转向追求精神层面的满足，这也让体育运动在这个时期重新焕发生机。体育运动在当今社会中扮演的角色越来越重要。首先，体育运动在提升国民身体素质方面有很大的帮助，同时随着传播技术的进步，打破了时间和地域的局限性，增强了体育运动的影响力，并且体育赛事通常带有娱乐性质以及体育精神，因此被大众所追捧。观众在观看比赛时往往能看到繁多的赞助广告，赞助商通过体育赛事进行品牌传播的案例越来越多。因此本研究将体育赛事赞助为导向，通过因子分析及回归等方式来定量观察品牌传播对消费者购买意愿的影响程度。

關鍵字

体育赛事赞助 ； 购买意愿 ； 品牌传播

並列摘要

Since the end of the Second World War, the world has moved towards the trend of peace and development. The people of the world are no longer bothered by their material needs, but are increasingly seeking spiritual satisfaction, it also gave a new lease of life to sports during this period. Sports play an increasingly important role in today's society. First of all, sports have great help in improving the physical quality of the people. At the same time, with the progress of communication technology, the limitation of time and region has been broken down,the influence of sports has been strengthened, and sports events are often entertaining and sportsmanlikeand are therefore sought after by the public.The audience can often see a variety of sponsorship advertisements when watching sports events. There are more and more cases of brand communication by sponsors through sports events. Therefore, this study will be sports event sponsorship as the orientation, through factor analysis and regression and other ways to quantitatively observe the impact of brand communication on consumers' purchase intention.

並列關鍵字

Sports sponsorship ； Purchase intention ； Brand communication