体育科学
體育科學
체육과학
China Sport Science
2012年
6期
25~32
,共null页
品牌个性 体育彩票 购买意愿 感知 广东
品牌箇性 體育綵票 購買意願 感知 廣東
품패개성 체육채표 구매의원 감지 엄동
brand personality; sports lottery; buying intention; perception; Guangdongprovince
基于品牌个性理论，对体育彩票品牌个性感知与购买体育彩票意愿的关系进行了实证研究。研究发现，人们对体育彩票品牌个性的感知可概括为“体育彩票特性”和“男性”两维度，其中，体育彩票特性方面的感知对购买体育彩票意愿有正向影响作用。此外，还分析了购彩功利性和购买体育彩票频率所起的调节作用，并结合研究结论对体育彩票的营销管理提出了相应的建议。
基于品牌箇性理論，對體育綵票品牌箇性感知與購買體育綵票意願的關繫進行瞭實證研究。研究髮現，人們對體育綵票品牌箇性的感知可概括為“體育綵票特性”和“男性”兩維度，其中，體育綵票特性方麵的感知對購買體育綵票意願有正嚮影響作用。此外，還分析瞭購綵功利性和購買體育綵票頻率所起的調節作用，併結閤研究結論對體育綵票的營銷管理提齣瞭相應的建議。
기우품패개성이론，대체육채표품패개성감지여구매체육채표의원적관계진행료실증연구。연구발현，인문대체육채표품패개성적감지가개괄위“체육채표특성”화“남성”량유도，기중，체육채표특성방면적감지대구매체육채표의원유정향영향작용。차외，환분석료구채공리성화구매체육채표빈솔소기적조절작용，병결합연구결론대체육채표적영소관리제출료상응적건의。
Based on theory of brand personality, this paper made an empirical study on the brand personality traits of sports lottery and the influence of its perception on the intention of buying sports lottery. The result showed that consumers＇ perception of the brand personality of sports lottery can be divided into two dimensions of the ＂sports lottery characteristics＂ and ＂male＂. One of the perceptions of ＂sports lottery characteristics＂ has a positive effect on purchasing intention, and the regulatory role played by utilitarian and frequency of buying sports lottery in the relationship was also analyzed. Combined with the research results, some recommendations accordingly to the marketing management of sports lottery are put forwarded. The result of this paper has important theoretical significance for the brand-building work of sports lottery.
