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摘 要：通过对球迷卷入度、球队认同感、广告态度和赞助效益等文献资料分析的基础上，利用CBA赛事中对现场观众球迷调查所获得数据，运用SPSS16.0和AMOS16.0软件对数据进行处理，检验了球迷卷入度、球队认同感、广告态度对赞助效益的影响路径。实证研究的结果显示，球迷卷入度、球队认同感和广告态度都会对赞助效益产生正向显著的影响，此外，球迷卷入度和球队认同感会通过广告态度来正向显著地影响赞助效益。即现场球迷对赞助事件的卷入度或对支持球队的认同感愈高，对赞助广告的态度也会会愈正面，进而放大赞助效益。
关键词：CBA；球迷卷入度；球队认同感；广告态度；赞助效益
The Fans Involvement and Team Identity on the Impact of Sponsorship Benefits in CBA
——An Empirical Research Based on the On-field Fans of Jiangsu, Zhejiang, Shanghai
WENG Zhiqiang, ZHANG Jun
(P.E. Dept., Zhejiang Gongshang University, Hangzhou 310018, Zhejiang China)
Abstract: Based on the literature analysis on the documents about fan involvement, team identity, advertisement attitude and sponsorship benefit and the data from on-field CBA fans investigation , the paper used SPSS16.0 & AMOS16.0 software for data processing to explore the influencing path of fan involvement, team identity and advertisement attitude on the sponsorship benefit. The empirical research indicates that the sponsorship benefit is significantly greater for those most highly involvement, identity and attitude in an activity; Moreover, fan involvement and team identity can indirectly affect sponsorship benefit through intervening variable (advertisement attitude). That is to say, more involvement in the sponsored events or higher recognition on their supporting team, more positive attitude on the sponsors’ advertisement will they have and therefore the sponsor effect will be magnified.
Key words: fan involvement; team identity; advertisement attitude; sponsorship benefit
关键词：CBA；球迷卷入度；球队认同感；广告态度；赞助效益
The Fans Involvement and Team Identity on the Impact of Sponsorship Benefits in CBA
——An Empirical Research Based on the On-field Fans of Jiangsu, Zhejiang, Shanghai
WENG Zhiqiang, ZHANG Jun
(P.E. Dept., Zhejiang Gongshang University, Hangzhou 310018, Zhejiang China)
Abstract: Based on the literature analysis on the documents about fan involvement, team identity, advertisement attitude and sponsorship benefit and the data from on-field CBA fans investigation , the paper used SPSS16.0 & AMOS16.0 software for data processing to explore the influencing path of fan involvement, team identity and advertisement attitude on the sponsorship benefit. The empirical research indicates that the sponsorship benefit is significantly greater for those most highly involvement, identity and attitude in an activity; Moreover, fan involvement and team identity can indirectly affect sponsorship benefit through intervening variable (advertisement attitude). That is to say, more involvement in the sponsored events or higher recognition on their supporting team, more positive attitude on the sponsors’ advertisement will they have and therefore the sponsor effect will be magnified.
Key words: fan involvement; team identity; advertisement attitude; sponsorship benefit