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深入挖掘互惠因素对体育消费的激励机理是理论界和实务界关注的重点问题。文章基于互惠理论和承诺信任理论,提出了以承诺和信任为中介的体育消费互惠激励模型,并构建嵌套的结构方程模型,运用调查问卷数据对互惠与体育消费参与意向的关系进行实证分析。研究结果表明,互惠与体育消费参与存在正相关关系,互惠会带来个人的体育消费行动意向;承诺作为互惠对体育消费参与意向的中介变量,对体育消费参与意向有显著的正向影响,承诺的三个维度中情感承诺扮演着最为重要的角色;信任对体育消费参与意向同样具有显著的正向影响。
In-depth mining of incentives for sports spending incentive mechanism is the theoretical and practical issues of concern. Based on the theory of reciprocity and the theory of commitment trust, this paper proposes a mutually beneficial incentive model based on commitment and trust, constructs a nested model of structural equation, and empirically analyzes the relationship between reciprocity and the intention of participation in sports consumption based on questionnaire data. The results show that there is a positive correlation between reciprocity and sports consumer participation, and reciprocity will bring personal sports consumer intentions. As a mediating variable, reciprocity has a significant positive impact on sports consumer participation intention, and promises Emotional commitment plays the most important role in the three dimensions; trust also has a significant positive impact on the intention of sports consumption participation.