| Football industry accounted for 40% of the whole sports industry output value,which is known as "the world's 17 th largest economy" with unlimited potential for development.Since 2006,our sports industry GDP has risen year by year,but the per capital consumption value of total proportion has much difference compared with the developed country sports industry.Because of football in China has a large market demanding and huge numbers of Chinese basketball fans,the football industry in China is a gold mine to be developed.Football also gradually become recognized and praised highly among sports as the football competitive level is improving and the development of policy,which is not just thanks to its own charm of football,also lies in the change of lifestyle.Football spirit gradually began to spread across the country,organizational management and constrain self-regulation has been people's thought and behavior no matter where people worked and studied,in additional social work and teamwork also need it.On the basis of economic development,China's football league's technical level and professional players fans will get promoted,club management and operation will be mature according to the state council on accelerating the development of sports industry,which is aimed to promote the sports consumption of the planning,our country football output will reach 2000 billion by2025.In this paper,the author used the method of literature review,questionnaire investigation and logic analysis on the current situation of Shenhua club product involvement,fans psychological contract and purchase intention,discusses the present situation and problems of the Shenhua club from product involvement,advertisement involvement,purchase decision involvement,fans trading psychological contract,the relationship psychological contract and purchase intention six aspects,try to explore how the psychological contract affects the Shenhua club product involvement,fans purchase intentions through empirical research.The research object is the audience who are dressed in Shenhua club logo,the reliability for overall questionnaire Cronbach coefficient withdrew 258 valid questionnaire is 0.817.The questionnaire obtained the Shenhua club product involvement,fans of psychological contract and purchase intention data descriptive statistics analysis,factor analysis,structure analysis and various types of analysis by SPSS21.0 social statistical analysis software,attempts to explain the Shenhua club products involved in the problems of whether involvement affect the fans' psychological contract and purchase intention.The results show that the Shenhua club product involvement has part of the positive influence fans purchase intention,fans psychological contract has positive impact on purchase intention.Through the club products involvement with and the relationship between psychological contract affects fans purchase intention,the relationship psychological contract intermediary effect more apparent than trading psychological contract.Club products product involvement,purchase decision of fans and the psychological contract positively related at 0.01 significant level,advertising involvement and the fans purchase intention in the 0.01 significant level shows negative correlation;Involvement with the club product and purchase decisioninvolvement have significant positive influence on purchase intention,but fans of advertisement involvement has significant negative influence on purchase intention;Fans trading psychological contract and the relationship psychological contract has the 0.01 level both show significant positive correlation on purchase intention.According to the less product variety of Shenhua club fans,Shenhua club fans pay attention to the performance,less Shenhua club communication with interactive media,the single communication means of club and fans,the author put forward the corresponding products,advertising and fan interaction,cultural construction strategy. |
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