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- 2018
职业体育俱乐部的企业社会责任对消费者的长期影响
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Abstract:
摘要：以探讨职业体育俱乐部的企业社会责任如何长期影响消费者为研究目的，在2015~2016赛季的开始和结束阶段，分别选取职业体育俱乐部的消费者群体作为研究对象，采用定量问卷调查和定性内容分析相结合的研究方法，探讨我国职业体育俱乐部所履行的企业社会责任对消费者的长期影响。研究结果得出：在一个完整的商业周期内，职业体育俱乐部的企业社会责任对消费者的影响力逐渐增强，职业体育俱乐部的企业社会责任与消费者承诺的关联、消费者对职业体育俱乐部的承诺和消费行为之间的关联、消费者对职业体育俱乐部的承诺和俱乐部绩效之间的关联会随着时间的推移而增强，而企业社会责任和消费者对俱乐部信任之间的关联没有随着时间的推移而改变，承诺和信任两个变量在连接企业社会责任与提高职业体育消费者相关绩效的关联中产生了重要的中介作用，消费者的企业社会责任感知能够对消费者的关联态度产生直接影响，进而影响消费者的关联行为。建议我国职业体育俱乐部从业人员利用所得出的研究结果，有针对性的制定与实施企业社会责任策略，并将消费者的企业社会责任期望与感知整合到本俱乐部的信息营销系统中去，以检测消费者的需要、期望与感知的持续变化。
Abstract: This study aimed to explore the long term impact of professional sports clubs’ corporate social responsibility (CSR) on consumers. This study investigated the consumers in professional sports clubs in the beginning and the end of the 2015-2016 competition season, and explored the long term impact of China’s professional sports clubs’ CSR on consumers. The methods of quantitative questionnaire survey and qualitative content analysis were used in this study. Results: The influence of CSR of professional sports clubs on consumers is gradually strengthened. The relationships between CSR of professional sports clubs and consumer commitment, between consumer commitment to professional sports clubs and consumer behavior and club performance increase with time. The relationship between CSR and consumers' trust in clubs has not changed with time. Commitment and trust play an important intermediary role in the connection between CSR and professional sports consumers' consumption. Consumers' perception of CSR can have a direct impact on consumers' attitudes towards relevance, and then affect consumers' related behavior. It was suggested that practitioners of professional sports clubs in China can make use of the results, formulate and implement CSR strategies, and integrate consumers' expectations and perceptions of CSR into the club's information marketing system to detect the continuous changes of consumers' needs, expectations and perception
