摘要
为了探求我国职业体育俱乐部社会责任活动对球迷忠诚度的影响,引入球迷满意和球迷认同为中介的理论解释模型。根据球迷反馈的371份有效问卷,利用结构方程分析工具对模型进行实证,以探索职业体育俱乐部社会责任对球迷忠诚度的影响。结果表明:职业体育俱乐部社会责任对球迷忠诚不直接产生正向影响,而是通过球迷满意和球迷认同的完全中介效应间接影响,且球迷认同的中介效应大于球迷满意。因此,我国职业体育俱乐部在积极履行社会责任的过程中,应注重与球迷建立长期的、牢固的情感联系,方能获得球迷忠诚。
In order to explore the influence of social responsibility activities of professional sports clubs on fans'loyalty in China,a theoretical explanation model of fans'satisfaction and fans'identification was introduced.The model was demonstrated by using structural equation analysis tool based on 371 valid questionnaires received from fans,to explore the influence of professional sports clubs'social responsibility on fans'loyalty.The results show that the social responsibility of professional sports clubs does not directly have a positive effect on fan loyalty,but indirectly through the complete mediating effect of fan satisfaction and fan identification,and the mediating effect of fan identification is greater than that of fan satisfaction.Therefore,in the process of fulfilling their social responsibilities actively,professional sports clubs in China should pay attention to establishing long-term and strong emotional connection with fans in order to gain their loyalty.
作者
荣思军
RONG Si-jun(Dept. of P.E., Shandong Jianzhu University, Jinan 250101, Shandong, China)
出处
《山东体育科技》
2020年第3期13-19,共7页
Shandong Sports Science & Technology
关键词
职业体育俱乐部
社会责任
球迷忠诚
球迷认同
球迷满意
professional sport club
social responsibility
fan loyalty
fan identification
fan satisfaction
