A Study On The Impact Of Types And Degrees Of Exit Of Sports Event Sponsors On Sponsor Consumers' Purchase Intention

With the development of China's sports industry,the types and number of sports events at all levels are gradually increasing.More enterprises take sports sponsorship into consideration in their marketing strategies,and sports events also have more opportunities to choose sponsoring enterprises.In this context,the exit of sponsors in sports events sometimes occurs.Some sports event sponsor companies choose or are forced to choose to end their sponsorship relationship with a sporting event due to their own conditions or external reasons.It may make consumers think that the company's exit behavior is an irresponsible abandonment of sports events,leading to a reduction in consumer willingness to buy from sponsor companies and a negative attitude towards sponsor companies.This also greatly reduced the effect of the corporate image established by the sponsor companies through the early sponsorship marketing.Based on this,this article studies the impact of the exit of sponsors of sports events and the influence of sponsors on consumers 'purchase intentions and uses social identification theory to explain the reason for this impact mechanism.By consulting the relevant literature,this article selects the type of exit(chosen exit / forced exit)and the degree of exit(full exit / gradual exit)as independent variables,sponsors consumers purchase intent as the dependent variable and consumer social identity as a moderator.An empirical study was conducted using experimental simulation research methods to withdraw the Lining brand from the CBA League sponsorship and consumers 'willingness to purchase Lining brand products.160 subjects were randomly assigned to group A(chosen / full exit),group B(forced / full exit),group C(chosen / gradual exit),and group D(forced / gradual exit)to form a 2 * 2 simulation experiment.Then the mathematical statistics method is used to sort out and analyze the experimental data,and to discuss and summarize the conclusions obtained from the research to form relevant suggestions.The results of this study show that the termination of sponsorship by sponsors of sports events with different exit types will have different impacts on consumers 'purchase intentions of their brand products.Consumers' willingness to buy when forced exit is significantly higher than their willingness to buy when they chosen exit.Sports event sponsors adopt different exit degrees to terminate sponsorship,which will have different impacts on consumers 'purchase intention of their brand products.Consumers' willingness to buy when they gradually exit is significantly higher than their willingness to buy when they fully exit.Under the circumstance that sponsors of sports events forced and gradually exit from sponsorship,consumers' purchase intention of sponsors' products is significantly higher than that of other three combinations.Moreover,social recognition plays a moderating role in the empirical analysis of the impact of the type and extent of exit of sponsors of sports events on the purchase intention of sponsor consumers.Based on the above conclusions,suggestions are made on how to choose the type and degree of exit of sports event sponsors who intend to terminate their sponsorship: avoid unnecessary unsolicited exits,try to choose a gradual exit strategy,strengthen the relationship with sports resources in the sponsorship process and improve consumer social identity,etc.