Research On The Influence Of Educational Sponsored Marketing On Consumers’ Purchase Intention

In recent years,educational activities have attracted the participation of many college students,which is a talent training method recognized by the higher education community and the public.Sponsorship is an important marketing means for enterprises to establish their own image and realize their interests.Under the influence of educational activities sponsored by enterprises,consumers tend to have the desire to buy the products/services of this enterprise.In this paper,the independent variable of educational sponsorship is selected to study the different influence mechanisms on consumers’ purchase intention,and considering the mediating effect of brand association and the moderating effect of consumers’ perceived motivation,a model of the influence of educational sponsorship marketing on consumers’ purchase intention is constructed.Therefore,five research hypotheses are proposed,and the research framework and hypotheses are verified by means of questionnaire research,with a view to enriching consumer behavior theory in educational sponsorship,and then to provide marketing suggestions to enterprises.First,this thesis respectively for education sponsorship marketing,brand association,perceived consumer motivation and purchase intention,summarized the related research of refining,puts forward three factors influencing education sponsorship marketing results,namely,sponsorship of compatibility,the quality of sponsorship and consumer involvement,then through rational logic research,analyzed the education sponsorship marketing,brand association,perceived consumer motivation,and purchase intention is the influence of the intrinsic relations.Second,based on the framework of "educational sponsorship marketing affects consumers’ purchase intention",based on the mature scale of domestic and foreign scholars,through semantic adjustment and communication with tutors,the scale of the main variables in the paper was formed,and then the formal questionnaire was determined.Thirdly,211 valid questionnaires were collected and data processing software such as Spss,Process and Amos were used to verify the model hypothesis.Through empirical research,the research model proposed in this study and most of the assumptions hold.The details are as follows: 1.The matching degree of educational sponsorship marketing activities,the quality of sponsorship activities and the degree of consumer involvement all exert significant positive influences on brand association and consumers’ purchase intention.2.The more active the brand association is,the stronger the consumers’ purchasing intention is.3.Brand lenovo plays a part in mediating the influence of educational sponsorship marketing on consumers’ purchase intention.4.After consumers experience educational sponsorship marketing,perceived motivation has no significant influence on brand association.According to the conclusion of the empirical study,enterprises should be rational in selecting sponsorship activities,combine with the actual situation and strategic planning of the company,choose to fit with their own brand equity,and then generate brand association and increase their purchase intention,and also provide some corresponding strategic Suggestions.