A Study On The Impact Of Social Responsibility Perception Of Former Sponsors Of Sports Event On The Purchase Intention Of Current Sponsors

With the development of China's sports industry and the increase in demand for sports consumption demand,the scale of sports events is expanding,and the content of events is becoming increasingly rich.More and more enterprises realize sports event play a central role in the sports industry and choose to exploit the market and shape the brand image through sports sponsorship.Sports sponsorship has become an important strategy in the marketing of many enterprises.However,enterprises often take great risks when sponsoring sports,and not all of them can achieve the expected results.Due to the exclusivity of sports sponsorship and the scarcity of sponsorship resources,the entry of sponsors is usually carried out in the context of the exit of the original sponsor,that is,when one company(former sponsor)no longer sponsors the event,another company(current sponsor)replace its original sponsor position.Therefore,how to maximize the effect of sports sponsorship and take a leading position in the competition for sponsorship resources has become an problem that enterprises need to solve urgently.In the literature on sports sponsorship,the research on sponsor replacement is obviously insufficient.Based on the existing research,this paper analyzes the impact of former sponsors of sports events on current sponsors' purchase intention,and explains its influence mechanism according to anchoring effect.After reviewing and sorting out the domestic and foreign literature,it is found that social responsibility perception is one of the important factors that affect the effect of corporate sponsorship.This paper constructs a research model,in which corporate social responsibility perception is the independent variable,sponsor purchase intention is the dependent variable,and switching-cost is the mediator variable.Using scenario experiment method,we designed "high social responsibility" and "low social responsibility" experimental scenarios,and conducted an empirical study on the impact of social responsibility perception of former sponsors of sports events on the purchase intention of current sponsors.Then using the method of mathematical statistics,this paper analyzes 160 valid experimental data,summarizes the research results and puts forward relevant suggestions.The research results show that,There are obvious differences in consumers' purchase intention under different social responsibility perceptions.There is a negative correlation between the perceived social responsibility of the former sponsor and the purchase intention of the current sponsor consumers.There is a positive correlation between the perceived social responsibility of former sponsors and the switching-cost,while there is a negative correlation between the switching-cost and the purchase intention of current sponsor consumers.In addition,the switching-cost is a mediator in perceived social responsibility of the former sponsor between the current sponsor consumers' purchase.According to the conclusion of the study,this paper puts forward corresponding suggestions for sponsors of sports events: During the sponsorship period,enterprises should take more social responsibilities and take reasonable social responsibility actions according to social needs and target audiences.When enterprises choose to sponsor sports events,they should make different responses according to the differentsocial responsibilities of former sponsors of sports events.