Study On The Influence Factors Of Consumers’ Purchase Behavior From Involvement Perspective

Sports event, which plays a leading role in the development of the whole sports industry chain, is an important part of sports industry and a key index to measure the development of sports industry. However, since the market-oriented reform has been carried on, the development of China’s sports service industry has not been fundamentally improved. The reason for it is multifaceted. One of them is that the participation of consumers plays significant role in the success and profitability of sports event, as an intangible product of performance.It has been a long history since the developed countries of sports value customers. It is especially important to recognize the characteristics of sports events consuming from the view of consumers’ mental cognition. In the study of consumers, the conception of involvement is gradually recognized by researchers. In order to find the factors of purchase behavior, this study is trying applying the conception of involvement into the study of spectators of sports events.Based on related research literatures of involvement theory and consumer behavior, this paper builds the analysis framework of the relationship among involvement factors, involvement degree and purchase behavior of the consumer of sports events. Using the existing scale of consumer involvement degree and factors, this paper carries out a questionnaire survey of the spectators of 2014 season CSL. It uses statistics methods to analyze the results. Firstly it carries out a descriptive analysis on the distribution of different kinds of consumers, getting the statistical demographic characteristics of spectators of CSL. Based on it, it uses SPSS to carry the single factor analysis of variance of consumers of different democratic statistical characteristics and to make a correlate analysis about the three variances(involvement factors, involvement degree and purchase behavior). The results show that: it exists significant variance on involvement degree among consumers of different democratic statistic characteristics; Factors such as consumer perceived value, involvement opportunities and self-awareness, significantly associated with purchase behavior. Attraction and self-expression, two sub items of involvement degree, are significantly associated with involvement factors and purchase behavior. Based on the analysis of the results, this paper supposes that customer involvement degree plays a role of delivery between involvement factors and purchase behavior. The factors of consumer perceived value, the opportunity of involvement and self-identity significantly affect purchase behavior of customers of sports events service.