关键意见消费者对体育用品购买意愿影响的研究——基于精细加工可能性模型

doi:10.15942/j.jcsu.2022.06.005

成都体育学院学报 ›› 2022, Vol. 48 ›› Issue (6): 31-37.doi: 10.15942/j.jcsu.2022.06.005

• 体育人文社会学:体育产业 • 上一篇下一篇

关键意见消费者对体育用品购买意愿影响的研究——基于精细加工可能性模型

文红为¹, 张成迪²

1.上海财经大学体育教学部,上海 200433;
2.上海财经大学商学院,上海 200433

收稿日期:2021-08-03 修回日期:2022-05-20 出版日期:2022-11-15 发布日期:2022-12-01
作者简介:文红为,博士,教授,研究方向:体育营销。E-mail:mswhw@mail.shufe.edu.cn。
基金资助:
上海市体育社会科学研究项目“我国体育休闲城市评价体系研究”(TYSKYJ201952)。

The Influence of Key Opinion Consumer on Consumer's Purchase Intention for Sporting Goods ——Based on the Elaboration Likelihood Model

WEN Hongwei¹, ZHANG Chengdi²

1. Department of Physical Education, Shanghai University of Finance and Economics, shanghai 200433;
2. College of Business,Shanghai University of Finance and Ecomomics, shanghai 200433

Received:2021-08-03 Revised:2022-05-20 Online:2022-11-15 Published:2022-12-01

摘要/Abstract

摘要： 关键意见消费者是当今私域流量兴起背景下的产物,它是通过影响自己的私人社交圈从而产生消费势能。本文基于精细加工可能性模型理论,以户外运动用品为例,将关键意见消费者的推荐同质性、产品涉入程度和专业性作为影响消费者体育用品购买意愿的中枢路径,推荐时效性和推荐信息的视觉线索作为边缘路径,通过两条路径、五个维度构建结构方程模型并提出假设。研究结果表明:消费者信息加工能力的差异会导致不同的路径选择。中枢路径的推荐同质性、产品涉入程度、专业性以及边缘路径的推荐时效性对消费者购买意愿均存在显著的正向影响,边缘路径的视觉线索则无显著影响。中枢路径的影响持久,边缘路径的影响具有不确定性。

关键词: 体育用品, 关键意见消费者, 购买意愿, 精细加工可能性模型, 体育消费

Abstract: Key opinion consumer is a concept born with the rise of private domain traffic. It produces potential consumption energy through the influence of their own private social circle. Based on the theory of Elaboration Likelihood Model, this paper takes outdoor sporting goods as an example to construct a structural equation model with two routes and five dimensions and puts forward the research hypothesis. The central route in the model is composed of recommendation consistency, product involvement and professionality, and it affects customer's intention to purchase sporting goods. The peripheral route is composed of recommendation timeliness and visual cues. The results indicate that: difference in customers' ability to process information may result in their difference in route option. The recommendation consistency, product involvement, professionality in the central route and the recommendation timeliness in the peripheral route all have significant positive influence on customers' intention to purchase sporting goods. However, the visual cues on the peripheral route have no significant influence. The influence of central route is stable while the influence of peripheral route is unstable.

Key words: sportinggoods, key opinion consumer, purchase intention, Elaboration Likelihood Model, sports consumption

中图分类号:

G80-052

文红为, 张成迪. 关键意见消费者对体育用品购买意愿影响的研究——基于精细加工可能性模型[J]. 成都体育学院学报, 2022, 48(6): 31-37.

WEN Hongwei, ZHANG Chengdi. The Influence of Key Opinion Consumer on Consumer's Purchase Intention for Sporting Goods ——Based on the Elaboration Likelihood Model[J]. Journal of Chengdu Sport University, 2022, 48(6): 31-37.

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关键意见消费者对体育用品购买意愿影响的研究——基于精细加工可能性模型

The Influence of Key Opinion Consumer on Consumer's Purchase Intention for Sporting Goods ——Based on the Elaboration Likelihood Model

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