本文選題：申花俱樂(lè)部產(chǎn)品　切入點(diǎn)：涉入　出處：《上海體育學(xué)院》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：足球產(chǎn)業(yè)占整個(gè)體育行業(yè)總產(chǎn)值的40%,被譽(yù)為“世界第17大經(jīng)濟(jì)體”,具有無(wú)限的發(fā)展?jié)摿�。�?006年起我國(guó)體育產(chǎn)業(yè)占GDP總產(chǎn)值比重逐年上升,相比于發(fā)達(dá)國(guó)家我國(guó)人均體育產(chǎn)業(yè)消費(fèi)值還有很大的差距,但是由于足球在中國(guó)有很大的市場(chǎng)需求且中國(guó)球迷數(shù)量龐大,因此我國(guó)足球產(chǎn)業(yè)是一座待開(kāi)發(fā)的金礦。隨著國(guó)家關(guān)于提高足球競(jìng)技水平和有序發(fā)展政策的推出,足球也逐漸成為人們認(rèn)可和推崇的運(yùn)動(dòng)項(xiàng)目,這不僅僅得益于足球的自身魅力,還在于人們生活方式的改變。足球精神逐漸在全國(guó)開(kāi)始傳播,無(wú)論在工作、學(xué)習(xí)、人際交往中,團(tuán)隊(duì)合作、組織管理和自我規(guī)范一直約束著人們的思想和行為。在經(jīng)濟(jì)不斷發(fā)展的基礎(chǔ)上,我國(guó)足球聯(lián)賽技術(shù)水平和球員球迷專(zhuān)業(yè)素養(yǎng)也會(huì)得到提升,俱樂(lè)部?jī)?nèi)部管理和賽事運(yùn)作會(huì)日漸成熟,根據(jù)《國(guó)務(wù)院關(guān)于加快發(fā)展體育產(chǎn)業(yè)、促進(jìn)體育消費(fèi)的若干意見(jiàn)》的規(guī)劃,我國(guó)足球產(chǎn)值到2025年將達(dá)到2萬(wàn)億。本文運(yùn)用文獻(xiàn)綜述法、問(wèn)卷調(diào)查法和邏輯分析法對(duì)申花俱樂(lè)部產(chǎn)品涉入、球迷心理契約和購(gòu)買(mǎi)意愿情況進(jìn)行了調(diào)研,從產(chǎn)品涉入、廣告涉入、購(gòu)買(mǎi)決策涉入、球迷交易心理契約、關(guān)系心理契約和購(gòu)買(mǎi)意愿六個(gè)方面對(duì)申花俱樂(lè)部現(xiàn)狀和問(wèn)題進(jìn)行探討,試圖通過(guò)實(shí)證研究探究申花俱樂(lè)部產(chǎn)品涉入、球迷心理契約影響購(gòu)買(mǎi)意向的相關(guān)路徑,發(fā)現(xiàn)其中存在的因果關(guān)系。調(diào)研對(duì)象是身穿申花俱樂(lè)部標(biāo)識(shí)的球迷,共收回了258份有效問(wèn)卷,問(wèn)卷總體克倫巴赫信度為0.817。研究采用SPSS21.0統(tǒng)計(jì)學(xué)分析軟件,對(duì)調(diào)查問(wèn)卷所獲得的申花俱樂(lè)部產(chǎn)品涉入、球迷心理契約和購(gòu)買(mǎi)意愿數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析、因子分析、結(jié)構(gòu)分析等多種類(lèi)型分析,試圖解釋申花俱樂(lè)部產(chǎn)品涉入存在的問(wèn)題是否是影響球迷心理契約和購(gòu)買(mǎi)意愿的原因。研究結(jié)果表明球迷對(duì)申花俱樂(lè)部產(chǎn)品涉入與心理契約、購(gòu)買(mǎi)意愿產(chǎn)生部分積極正向影響,球迷心理契約與球迷購(gòu)買(mǎi)意愿產(chǎn)生積極正向的影響。球迷對(duì)俱樂(lè)部產(chǎn)品涉入情況反映出交易心理契約和關(guān)系心理契約的程度,進(jìn)而影響購(gòu)買(mǎi)意愿,其中關(guān)系心理契約的中介作用更明顯。球迷對(duì)俱樂(lè)部產(chǎn)品產(chǎn)品涉入、購(gòu)買(mǎi)決策與心理契約在0.01的顯著水平上呈現(xiàn)正相關(guān),廣告涉入與心理契約在0.01的顯著水平上呈現(xiàn)負(fù)相關(guān);球迷對(duì)俱樂(lè)部產(chǎn)品產(chǎn)品涉入和購(gòu)買(mǎi)決策涉入與購(gòu)買(mǎi)意愿之間有顯著的正向影響,但是球迷對(duì)俱樂(lè)部產(chǎn)品廣告涉入與購(gòu)買(mǎi)意愿呈現(xiàn)負(fù)向影響;球迷通過(guò)交易心理契約、關(guān)系心理契約影響購(gòu)買(mǎi)意愿在0.01水平上均呈現(xiàn)顯著正相關(guān)。最后根據(jù)申花俱樂(lè)部球迷產(chǎn)品種類(lèi)較少、球迷注重申花俱樂(lè)部的成績(jī)、申花俱樂(lè)部與媒體溝通較少、俱樂(lè)部與球迷互動(dòng)的方式比較單一的結(jié)論,提出相應(yīng)的產(chǎn)品、廣告和球迷互動(dòng)、文化建設(shè)策略。
[Abstract]:Football industry accounts for 40% of the total output value of the whole sports industry. It is praised as "the 17th largest economy in the world" and has unlimited development potential. Since 2006, the proportion of sports industry in GDP output value has been increasing year by year. Compared with the developed countries, there is still a big gap in the per capita consumption value of the sports industry in China. However, due to the large market demand for football in China and the large number of Chinese fans, Therefore, the football industry in China is a gold mine to be developed. With the introduction of the national policy on improving the level of football competition and the orderly development of football, football has gradually become a recognized and respected sport. This is not only due to the charm of football itself, but also to the changes in people's way of life. The spirit of football has gradually begun to spread throughout the country, whether in work, study, interpersonal interaction, teamwork, Organizational management and self-regulation have been constraining people's thinking and behavior. On the basis of the continuous development of the economy, the technical level of Chinese football league matches and the professional quality of football fans will also be improved. According to the plan of the State Council on speeding up the Development of Sports Industry and promoting Sports consumption, the output value of Chinese football will reach 2 trillion by 2025. Questionnaire survey and logic analysis were conducted to investigate the product involvement, fans' psychological contract and purchase intention of Shenhua Club, from product involvement, advertising involvement, purchase decision involvement, fan trading psychological contract. This paper probes into the present situation and problems of Shenhua Club from six aspects of relationship psychological contract and purchase intention, and attempts to explore the relevant paths of Shenhua Club product involvement and fans' psychological contract influencing purchase intention through empirical research. The causal relationship was found. The subjects were fans wearing the logo of Shenhua Club, and 258 valid questionnaires were collected. The overall reliability of the questionnaire was 0.817. SPSS21.0 statistical analysis software was used in the study. This paper makes descriptive statistical analysis, factor analysis, structural analysis and other types of analysis on the data of Shenhua club product, psychological contract and purchase intention obtained from the questionnaire. This paper tries to explain whether the problems existing in the product involvement of Shenhua Club are the reasons that affect the psychological contract and purchase intention of the fans. The results show that the fans have some positive effects on the psychological contract and the purchase intention of the Shenhua Club products. The involvement of fans in the club products reflects the degree of the psychological contract of transaction and the psychological contract of relationship, which in turn affects the willingness to buy. The mediating effect of relationship psychological contract is more obvious. Fans' involvement in club products, purchase decision and psychological contract are positively correlated at 0.01 level, and advertising involvement is negatively correlated with psychological contract at 0.01 significant level. Fans have a significant positive influence on the involvement of club products and purchase decision involvement and purchase intention, but the fans have a negative influence on the club product advertising involvement and purchase intention; the fans have a negative impact on the club product advertising involvement and purchase intention, and the fans have a negative impact on the club product advertising involvement and purchase intention through the psychological contract of transaction. The relationship psychological contract affects the purchase intention of Shenhua club at 0.01 level. Finally, according to the fewer kinds of fans' products and the fans' attention to the achievements of Shenhua Club, the Shenhua Club has less communication with the media. The way of interaction between club and fans is a single conclusion, and the corresponding product, advertisement and fan interaction, cultural construction strategy are put forward.
【學(xué)位授予單位】：上海體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G80-05

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