摘要
网络信息宣传平台的口碑信息数量庞大且增长迅速,会影响消费者对商品或服务的认知及评估,进而影响其消费意愿。基于S-O-R理论,通过构建回归模型和Bootstrap分析法,本文研究了长三角地区公共体育场馆服务业网络口碑对体育消费意愿的影响机理。结果表明:在长三角地区体育场馆公共服务业中,网络口碑质量、积极评价对体育消费意愿具有显著正向影响,而网络口碑的离散程度对消费意愿具有显著负向影响。此外,消费者的心理感知在网络口碑与体育消费意愿的关系中发挥中介效应。对策建议:重视网络口碑对体育消费意愿的影响和消费者心理感知、建立消费者消费信心、激发体育消费意愿。
The amount of word-of-mouth information on the internet information publicity platform is large and growing rapidly,which affects consumers’cognition and evaluation of the goods or services,and thus affects their consumption intention.Based on the S-O-R theory,through the construction of regression model and Bootstrap analysis method,this paper analyzes the influence mechanism of online reputation of public stadium service industry on sports consumption intention in the Yangtze River Delta region.The empirical results show that in the public service industry of sports venues in the Yangtze River Delta region,the quality of online word-of-mouth and positive reviews have a significant positive impact on the consumption intention,while the dispersion degree of online word-of-mouth has a significant negative impact on the willingness to consume.In addition,the psychological perception of consumers plays a mediating effect on the relationship between online word-of-mouth and sports consumption intention.Based on this,the paper puts forward some countermeasures,including paying attention to the influence of network word-of-mouth on sports consumption intention and consumer psychological perception,building consumer confidence and stimulating the willingness of sports consumption.
作者
顾沈阳
尹钰潼
Gu Shenyang;Yin Yutong(College of Physical Education,Shanghai Normal University,Shanghai 200234,China;不详)
出处
《体育科技文献通报》
2023年第2期173-177,共5页
Bulletin of Sport Science & Technology
基金
2022年上海师范大学大学生科研重点项目“全民健身视域下网络口碑对体育消费意愿影响的实证研究——以长三角地区体育场馆公共服务业为例”(项目编号:22LKY145)。
关键词
公共体育场馆服务业
网络口碑
体育消费意愿
public stadium service
online word-of-mouth
sports consumption intention
