| 931 | 39 | 107 |
| 下载次数 | 被引频次 | 阅读次数 |
通过对北京国安足球俱乐部256名会员球迷和246名非会员球迷进行消费行为性忠诚度和消费性意向忠诚度两个维度的现场问卷调查,以比较两类球迷的主场比赛消费忠诚度。研究结果显示,在消费主场比赛时会员球迷的行为性忠诚度和意向性忠诚度均显著高于非会员球迷,因此推论会员球迷的主场比赛消费忠诚度高于非会员球迷。认为造成两类球迷主场比赛消费忠诚度差异的主要影响因素源自球迷的经济和情感方面。
Abstract：The aim of this study is to compare the difference in consume behavioral loyalty and consume intentional loyalty between 256 member fans and 246 non-member fans from Beijing Guoan Football Club.The results showed that the behavioral and intentional loyalties of member fans were significantly higher than that of the non-member fans when fans went to the home stadium to view the home team matches.So we deduced that the member fans home team loyalty was higher than the non-member's and it was believed that the two main reasons for the differences were economic and emotional factors.
[1]张忠元,向洪.体育资本[M].北京:中国时代出版社,2002:102.
[2]Oliver R L.Satisfaction:A Behavioral Perspective on the Consumer[M].NewYork:Irwin/McGraw-Hil1,1997.
[3]Oliver R L.Whence Consumer Loyalty?[J].Journal of Marketing,SpecialIssue,1999.33-44.
[4]Fred Seines.An Examination of Effect of Product Performance on BrandReputation,Satisfaction and Loyalty[J].European Journal of Marketing,1993,27:193 5.
[5]Philip Kotler.MarketingManagement:Analysis,planning,Implementationand Control.7th ed.Englewood Gliffa[M.]NJ:Prenticehall,1991:246,249.
[6]韩小芸,杨立新,汪纯孝.住院病人满意感与忠诚感关系的实证研究[J].中山大学学报(社会科学版),2003,(2):108-113.
[7]徐波.北京国安足球俱乐部会员与非会员球迷主场球赛消费行为的调查研究[D].北京:北京体育大学,2005.
[8]张力为.体育科学研究方法[M].北京:高等教育出版社,2002:254.
[9]宫京成.浅论报纸读者忠诚度的测量[J].新闻界,2005,(3):38-40.
[10]于洪彦.消费者行为研究[D].天津:天津财经学院学报,1998.
[11]陆娟,张东晗,崔明杰,中西方品牌忠诚度测评研究及应用启示[J].商业经济与管理,2003,(10):17-20.
基本信息:
中图分类号:G843
引用信息:
[1]徐波,岳贤峰,马冰,等.职业足球俱乐部会员与非会员球迷主场比赛消费忠诚度比较[J].天津体育学院学报,2007,No.89(05):413-416+429.
2007-09-10
2007-09-10