天津体育学院学报
天津體育學院學報
천진체육학원학보
Journal of Tianjin Institute of Physical Education
2007年
5期
413~416
,共null页
徐波 岳贤峰 马冰 徐旭
徐波 嶽賢峰 馬冰 徐旭
서파 악현봉 마빙 서욱
会员球迷 非会员球迷 主场比赛 消费 忠诚度 职业足球俱乐部
會員毬迷 非會員毬迷 主場比賽 消費 忠誠度 職業足毬俱樂部
회원구미 비회원구미 주장비새 소비 충성도 직업족구구악부
member fans; non-member fans; home team match; consume; loyalty; professional football club
通过对北京国安足球俱乐部256名会员球迷和246名非会员球迷进行消费行为性忠诚度和消费性意向忠诚度两个维度的现场问卷调查。以比较两类球迷的主场比赛消费忠诚度。研究结果显示，在消费主场比赛时会员球迷的行为性忠诚度和意向性忠诚度均显著高于非会员球迷。因此推论会员球迷的主场比赛消费忠诚度高于非会员球迷。认为造成两类球迷主场比赛消费忠诚度差异的主要影响因素源自球迷的经济和情感方面。
通過對北京國安足毬俱樂部256名會員毬迷和246名非會員毬迷進行消費行為性忠誠度和消費性意嚮忠誠度兩箇維度的現場問捲調查。以比較兩類毬迷的主場比賽消費忠誠度。研究結果顯示，在消費主場比賽時會員毬迷的行為性忠誠度和意嚮性忠誠度均顯著高于非會員毬迷。因此推論會員毬迷的主場比賽消費忠誠度高于非會員毬迷。認為造成兩類毬迷主場比賽消費忠誠度差異的主要影響因素源自毬迷的經濟和情感方麵。
통과대북경국안족구구악부256명회원구미화246명비회원구미진행소비행위성충성도화소비성의향충성도량개유도적현장문권조사。이비교량류구미적주장비새소비충성도。연구결과현시，재소비주장비새시회원구미적행위성충성도화의향성충성도균현저고우비회원구미。인차추론회원구미적주장비새소비충성도고우비회원구미。인위조성량류구미주장비새소비충성도차이적주요영향인소원자구미적경제화정감방면。
The aim of this study is to compare the difference in consume behavioral loyalty and consume intentional loyalty between 256 member fans and 246 non-member fans from Beijing Guoan Football Club. The results showed that the behavioral and intentional loyalties of member fans were significantly higher than that of the non-member fans when fans went to the home stadium to view the home team matches. So we deduced that the member fans home team loyalty was higher than the non-member＇s and it was believed that the two main reasons for the differences were economic and emotional factors.
