产品意义作为体育消费行为的驱动因素:来自希腊体育产业的证据

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Sports Marketing & Sponsorship Pub Date : 2020-09-22 DOI:10.1108/IJSMS-01-2020-0012
D. Papadimitriou, A. Apostolopoulou, S. Branvold, D. Gargalianos
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引用次数: 2

摘要

基于北美市场现有的体育授权研究,本研究的主要目标是探索希腊体育市场中体育授权产品所蕴含的意义。第二个目标是检查产品含义可以预测有利的体育消费者行为的程度。设计/方法/方法数据收集自希腊两大职业体育俱乐部的足球和篮球爱好者。共有255名希腊球迷完成了调查。数据分析采用探索性和验证性因素分析和结构方程模型。研究结果揭示了一个14项解决方案,以捕捉希腊市场上体育授权产品的含义,包括四个因素:体验、社交、美学和地方。与美学和体验相关的含义显著正向预测顾客满意度、口碑传播、购买意愿和愿意为自己喜欢的球队的授权产品支付溢价。从实践的角度来看,本研究表明,体育授权产品需要根据其美学质量在市场中进行定位。此外,将这些产品与独特体验的机会、与其他粉丝的关系以及与当地社区的联系联系起来的传播计划可以推动销售,特别是在希腊等欠发达的体育市场。原创性/价值本研究通过强调团队授权产品的审美吸引力的突出作用,以及体育消费者作为这些产品所有者的意义和价值来源的经验,对现有文献做出了贡献。
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Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry
PurposeBuilding on existing sport licensing research from the North American market, the primary goal of this study was to explore meanings embedded in sport licensed products in the Greek sport market. The secondary goal was to examine the extent to which product meanings can predict favorable sport consumer behaviors.Design/methodology/approachData were collected from football and basketball fans of the two biggest professional sport clubs in Greece. A total of 255 Greek fans completed the surveys. Data were analyzed using exploratory and confirmatory factor analysis and structural equation modeling.FindingsThe findings uncovered a 14-item solution to capture the meanings attached to sport licensed products in the Greek market, including four factors-sources: experience, socialization, aesthetics and locality. Meanings related to aesthetics and experience significantly and positively predicted customer satisfaction, word-of-mouth communication, purchase intention and willingness to pay a price premium for licensed products of one's favorite team.Practical implicationsFrom a practical standpoint, this study shows that sport licensed products need to be positioned in the market based on their aesthetic quality. Also, communication plans that associate these products with opportunities for unique experiences, relationships with other fans and a connection to one's local community can drive sales, especially in less developed sport markets such as Greece.Originality/valueThis research contributes to existing literature by highlighting the prominent role of the aesthetic appeal of team licensed products as well as the experience of sport consumers as sources of meaning and value for the owners of those products.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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