基于SEM的体育用品消费者自我概念一致性、品牌依恋、品牌忠诚的关系研究

doi:10.15942/j.jcsu.2022.06.021

成都体育学院学报 ›› 2022, Vol. 48 ›› Issue (6): 130-135.doi: 10.15942/j.jcsu.2022.06.021

• 特色栏目:博士研究生专栏 • 上一篇下一篇

基于SEM的体育用品消费者自我概念一致性、品牌依恋、品牌忠诚的关系研究

谢春龙, 郑国华

上海体育学院休闲学院,上海 200438

收稿日期:2022-04-06 修回日期:2022-07-13 出版日期:2022-11-15 发布日期:2022-12-01
通讯作者: 郑国华,博士,博士研究生导师,研究方向:体育理论。E-mail:zghchina2008@126.com。
作者简介:谢春龙,博士研究生,研究方向:体育产业。E-mail:xiechunlong@anta.com。

Research on the Relationship between Self-Concept Consistency, Brand Attachment and Brand Loyalty of Sporting Goods Consumers Based on SEM

XIE Chunlong, ZHENG Guohua

Shanghai University of Sport, Shanghai 200438

Received:2022-04-06 Revised:2022-07-13 Online:2022-11-15 Published:2022-12-01

摘要/Abstract

摘要： 文章从消费者视角出发,以消费者和企业品牌的关系为核心,对体育用品消费者自我概念一致性、品牌依恋、品牌忠诚度的关系进行了结构模型分析。文章得出:体育用品消费者的自我概念一致性、品牌依恋、品牌忠诚度的模型成立,具体体育用品消费者的自我概念一致性越高品牌忠诚度和品牌依恋越高、品牌依恋越高品牌忠诚度越高、品牌依恋对自我概念一致性与品牌忠诚度之间有中介作用。

关键词: 体育品牌, 自我概念一致性, 品牌依恋, 品牌忠诚度, 体育消费, 体育产业

Abstract: Taking the relationship between consumers and corporate brands as the core, this paper makes a structure-model analysis of the relationship among self-concept consistency, brand attachment and brand loyalty of sports goods consumers from the perspective of consumers. It is concluded that the model of self-concept consistency, brand attachment and brand loyalty of sporting goods consumers is workable. The higher the self-concept consistency of specific sporting goods consumers, the higher the brand loyalty and brand attachment, the higher the brand attachment, the higher the brand loyalty. Brand attachment has a mediating effect between self-concept consistency and brand loyalty

Key words: sports brand, self-concept consistency, brand attachment, brand loyalty, sports consum, sports industry

中图分类号:

G80-052

谢春龙, 郑国华. 基于SEM的体育用品消费者自我概念一致性、品牌依恋、品牌忠诚的关系研究[J]. 成都体育学院学报, 2022, 48(6): 130-135.

XIE Chunlong, ZHENG Guohua. Research on the Relationship between Self-Concept Consistency, Brand Attachment and Brand Loyalty of Sporting Goods Consumers Based on SEM[J]. Journal of Chengdu Sport University, 2022, 48(6): 130-135.

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链接本文: https://cdtyxb.cdsu.edu.cn/CN/10.15942/j.jcsu.2022.06.021

https://cdtyxb.cdsu.edu.cn/CN/Y2022/V48/I6/130

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基于SEM的体育用品消费者自我概念一致性、品牌依恋、品牌忠诚的关系研究

Research on the Relationship between Self-Concept Consistency, Brand Attachment and Brand Loyalty of Sporting Goods Consumers Based on SEM

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