Research On The Influence Of Sports Sponsorship On Consumers’ Purchase Intention

Increasing the sales volume of products has become an important goal for enterprises to carry out sports sponsorship activities.In reality,the purchase behavior of the sponsorship products is relatively complex,which brings some difficulties to the prediction of the sales volume of the enterprises.However,consumers’ intention to purchase can effectively predict the future sales of products,so it is regarded as the most valuable indicator of sports sponsorship effect and target.In addition,the intention to buy can help marketing managers predict future product needs,evaluate advertising and promotion activities,and adjust marketing plan decisions such as sponsorship contracts.The consumers’ purchase intention comes from the sports sponsorship situation,and the diversification of the participants determines the diversity of sponsorship information.Therefore,the consumers’ purchase intention to sponsorship products is likely to be affected by the comprehensive influence of individual perceived sports sponsorship information.Based on this,this paper adopts the methods of literature,logic analysis,system analysis,mathematical statistics and questionnaire survey;The theory of involvement,image transfer,exposure,attribution,possibility model,brand assets and planning behavior are used comprehensively;The main conclusions are as follows:(1)The perception level of sports sponsorship information can have a significant impact on their intention to purchase sponsorship products.The information perceived by consumers mainly includes the sponsor information and the sponsored party information.The former mainly refers to sports involvement;The latter mainly includes corporate social responsibility perception,brand exposure,sponsorship altruism and self-interest motivation.Among them,sports involvement,corporate social responsibility perception,brand exposure and sponsorship altruism have positive positive effects on consumers’ purchasing intention;The motivation of self-interest has a significant negative effect on consumers’ purchasing intention.This shows that the formation of sports consumers’ purchase intention to sponsorship products in China is inseparable from the consumers’ full perception and comprehensive influence on various sports sponsorship information,and consumers generally have stronger purchasing intention.Therefore,the sponsor and sponsor of the event should provide and create different types of sports sponsorship information for consumers,and create a sufficient situation of sports sponsorship information for consumers,so as to improve consumers’ purchasing intention for sponsorship products.(2)Brand cognition plays a part of the intermediary role in the effect of sports sponsorship information affecting consumers’ intention to purchase sponsorship products.This shows that all kinds of sports sponsorship information provided by event sponsors and organizers for consumers are perceived by consumers,which changes their awareness,relevance and psychological orientation of sponsorship brands,These changes in brand cognition drive the formation and development of consumers’ intention to purchase sponsorship products.Therefore,event sponsors should expand consumers’ brand awareness through various brand marketing methods,integrate brand publicity and event characteristics,improve the quality of consumer brand relationship,and stimulate consumers’ desire and motivation to actively acquire brand knowledge.(3)Brand attitude plays a part of the role of intermediary in the effect of sports sponsorship information affecting consumers’ intention to purchase sponsorship products.This shows that consumers participating in sports sponsorship can form a lasting and stable attitude orientation for sponsorship brands,and it plays an important role in the formation of consumer behavior intention.Sports consumers are in the sports sponsorship environment for a long time,and they will always face the impact of different types of sponsorship information created by sponsors and organizers.These information will be perceived by consumers to different extent and comprehensively affect the individual psychological cognition level.When the internalization of information brings emotional resonance of consumers,consumers will consciously establish product satisfaction and brand trust,And make positive brand attitude evaluation.At the same time,the consumers’ good emotional tendency to the sponsorship brand can also promote the individual to show strong purchasing intention response,such as priority and continuous purchase of sponsorship products.Therefore,the sponsor and organizer of the event should take the brand needs of consumers as the guide,actively cater to the common feelings of consumers and actively guide positive brand attitude,so as to occupy the competitive advantage in the fierce sponsorship marketing.(4)In the path analysis of sports sponsorship information,brand cognition and consumer purchase intention,the research concludes that sports involvement,corporate social responsibility perception,brand exposure and sponsorship altruism have a significant positive impact on brand cognition level;The motivation of self-interest has a significant negative effect on brand cognition.At the same time,the research also found that the brand cognition level of consumers can positively affect the individual intention to purchase sponsorship products,among which the consumer brand cognitive structure variables are positive? The positive effect on the individual intention to purchase sponsorship products is significant,but?.Therefore,in the three factor relationship model of sports sponsorship consumer sponsorship brand,the fully exposed sports sponsorship information can promote consumers to produce positive product purchase intention,and the brand cognition of consumers plays a key role in this process.(5)In the path analysis of sports sponsorship information,brand attitude and consumer purchase intention,the research concludes that sports involvement,corporate social responsibility perception,brand exposure and sponsorship altruism can have a significant positive impact on consumers’ brand cognition;In addition,the research also found that the brand attitude of consumers can have a positive impact on the intention of individual sponsorship products.Therefore,the comprehensive exposure of sports sponsorship information not only makes consumers fully aware of the sponsorship information,but also enhances the consumers’ good attitude towards the sponsorship brand under their joint action.Only if the above conditions are met at the same time,can the consumers form a strong purchasing intention to the sponsorship products.(6)In the path analysis of sports sponsorship information,brand cognition,brand attitude and consumer purchase intention,the research concludes that the perception of sports sponsorship information can have a significant impact on brand cognition.The specific performance is as follows: sports involvement,corporate social responsibility perception,brand exposure and sponsorship altruism all have significant positive effects on brand cognition;And the motivation of self-interest has a significant negative impact on brand cognition.In addition,brand cognition can significantly affect brand attitude.? The research also found that brand attitude has a positive impact on consumers’ purchasing intention.Therefore,consumers’ full perception of sports sponsorship information can make them recognize sponsorship brand effectively,and have a deep understanding and cognition of brand related information.Then consumers will form a brand attitude with emotional tendency based on the comprehensive experience of event emotion and brand marketing,and then stimulate individual purchasing desire.Therefore,the sports sponsorship information can only be improved by the individual brand cognition and the psychological change of brand attitude in order to maximize the consumers’ intention to buy booster products.(7)The degree of fit between sponsor and sponsored event(sponsorship matching)can play a regulatory role in the process of sports sponsorship information influencing consumers’ brand cognition.This study proves that sponsorship matching plays a regulatory role in the influence of sports sponsorship information on consumer brand cognition.Sponsorship matching plays a positive role in the process of sports involvement,corporate social responsibility perception,exposure and sponsorship altruism on consumer brand cognition,while it plays a negative role in the influence of self-interest motivation on consumer brand cognition.Therefore,sponsors should improve their sponsorship matching with the league from three aspects: function fit,image fit and cultural fit,and give full play to the positive correlation between sponsor and sponsored event in sports involvement,corporate social responsibility perception,exposure,and positive correlation between sponsor altruism motivation and consumer brand cognition;The consumer’s altruism of corporate sponsorship motivation is weakened as much as possible,so as to reduce the adverse effect of the interaction between the sense of fit and the motivation of sponsorship self-interest on the brand cognition of consumers.This study focuses on the improvement of the influencing factors of consumers’ perceived sports sponsorship information and brand response.It puts forward targeted management enlightenment from sports involvement、corporate social responsibility、brand exposure、egoistic motivation、altruistic motivation、fit perception、brand awareness and brand attitude.