职业体育俱乐部的企业社会责任对消费者信任的影响研究
Impact of Professional Sports Club’s Social Responsibility on Consumer Trust

摘要：以探讨企业社会责任如何影响消费者对职业体育俱乐部的信任为研究目的，选取785名职业体育消费者作为样本，采用定量问卷调查与定性内容分析相结合的研究方法，分析我国职业体育俱乐部所实施的企业社会责任措施对消费者信任的影响。结果认为：消费者的企业社会责任感知能够对职业体育俱乐部的感知诚实度和感知信任度产生直接影响；在一定范围内，影响职业体育俱乐部赛事产品的感知质量和消费者满意度；消费者的企业社会责任感知与赛事产品感知质量之间的关联程度随着消费者对俱乐部投资企业社会责任措施战略动机归因程度的变化而改变；消费者对职业体育俱乐部的企业社会责任感知期望越高，企业社会责任感知对消费者感知信任度的影响就越强。结论：由于消费者的质量感知和信任是形成消费决策过程的重要决定因素，向消费者提供高质量的赛事产品是职业体育俱乐部生存和成功的关键。建议职业体育俱乐部应对企业社会责任措施以及与消费者进行沟通的途径进行慎重选择，并将消费者的企业社会责任期望和感知整合到职业体育俱乐部的信息营销系统中去，以检测消费者的需要、期望和感知的持续变化。
Abstract：In order to investigate how social responsibility impacted consumer trust to professional sports club, this study selected 785 professional sports consumers as a sample. This paper analyzed effect of China professional sport clubs’ social responsibility on consumer trust by the methods of quantitative questionnaire and qualitative content analysis. The results are as follows. Consumer’s perception of corporation social responsibility has a direct impact on honesty and credibility of professional sports club; it also influences perceived quality and consumer satisfaction of professional sports club’s competition products at a certain range; the correlation of consumer’s corporation social responsibility perception and event product quality perception will be changed along with the club investing in social responsibility initiatives and strategic motives attribution; if consumer has a higher social responsibility expectation to professional sports club, corporation social responsibility perception will has a greater impact on consumer perception trust. Conclusions: Consumer quality perception and trust are the important determinants of consumption decision-making, thus providing high quality sport-events product to consumer is important for the success of professional sports club. We suggested that professional sports club should carefully choose corporation social responsibility measures to communicate with consumer, and integrate consumer desire of corporation social responsibility into the marketing information system to test continuous changeable consumer need, expectation and perception