Study On Affecting Factors And Measurement Of Participant Sport Consumer Loyalty

In methods of literature study, interview, questionnaire investigation, and statistical analysis, this thesis studied the affecting factors and measurement of participant sport consumer loyalty after surveyed correlative theory systematically and investigated on participant sport consumption market in Fuzhou. It contains the following procedures. Firstly, make theoretical analysis and interview to verify the effect of exercise habit and quality experience on attitudinal loyalty and behavioral loyalty. Secondly, establish a Participant Sport Consumer Loyalty Scale. And then make item analysis, factor analysis, and validity test with SPSS after survey. The result shows that the scale is valid. Thirdly, revise the scale. Re-test the scale after surveyed participant sport consumption market again. The Cronbachαand Split-half coefficient of the test are both acceptable. Applying scores of re-test into Consumer Loyalty Matrix, consumers are divided into four groups: low, latent, spurious and high loyalty. Lastly, build a path model of participant sport consumer loyalty according to the relationship among exercise habit, quality experience, behavioral loyalty, and attitudinal loyalty. The result of path analysis shows that: exercise habit and quality experience correlate with behavioral loyalty prominently; quality experience relates with attitudinal loyalty prominently; relationship between exercise habit and attitudinal is unapparent; attitudinal loyalty affects behavioral loyalty. The result validated the path model of exercise habit, quality experience, and participant sport consumer loyalty.