Research On The Influence Of Sports Sponsorship Types On Consumers’ Purchase Intention

With the continuous development of modern economy and society,the pace of industrial globalization is gradually accelerating.Since entering the new era,China’s sports industry has developed rapidly and become the sunrise industry with the most attractive and investment value,among which sports sponsorship,as an important part of the sports industry,has attracted more and more attention from major enterprises and plays an important role in the current sports market development.At present,sports events have become very popular in the country,resulting in the continuous expansion of the sports event sponsorship market,more enterprises begin to take the opportunity of sports events,the event sponsorship as a means to achieve their own business objectives,in order to enhance the visibility and influence of corporate brands,and promote the sales of corporate products.It can be seen that sponsorship has become an important marketing strategy for major enterprises to improve market competitiveness,create product differentiation and achieve commercial profits,and sports sponsorship is one of the key strategies.As the main participant and the final implementer of sports sponsorship,sponsor enterprises are mutually beneficial with sports organizations to a certain extent and form a win-win situation.Sponsor enterprises will fully consider the needs of the market and the differences of sponsored events,and then choose different sponsorship strategies to achieve satisfactory sponsorship effects.Among them,sponsorship type as one of the selection strategies of sponsor enterprises has gradually attracted attention.Sponsor enterprises expect to improve consumers’ attitude towards product brands and purchase intention by adopting different sponsorship types in sponsorship activities.However,in reality,the purchasing behavior of consumers is relatively complex,which brings certain difficulties for enterprises to predict sales volume.Therefore,for sponsor enterprises,through the discussion of the influencing factors of consumers’ purchase intention in different types of sports sponsorship,sorting out the categories of influencing factors and clarifying the influencing mechanism,it can play a good role in evaluating the goals and expected effects of sports sponsorship.In the existing studies,some scholars have proposed two types of sports sponsorship,namely public welfare sponsorship and commercial sponsorship,and pointed out that the effects of the two types of sponsorship are different,but the internal mechanism of the influence of sports sponsorship types on consumer purchasing behavior remains to be studied.Based on this,this paper will introduce the concept of consumer power in the field of psychology,and focus on the influence of different sports sponsorship types on consumers’ purchase intention.This study adopts the methods of literature review,questionnaire survey,data analysis and scenario simulation experiment,and comprehensively applies the theory of planned behavior,stimulus response theory and situational focusing theory to explore the mechanism of the influence of sports sponsorship types on consumers’ purchase intention from the perspective of consumers’ sense of power.The main findings are as follows:(1)Different types of sports sponsorship(commercial sponsorship,public welfare sponsorship)have a positive impact on consumers’ attitudes towards sponsor brands;(2)Compared with public welfare sponsorship,consumers have a higher brand recognition attitude towards commercial sponsorship;Compared with commercial sponsorship,consumers have a higher emotional attitude towards public welfare sponsorship.(3)Under different sports sponsorship types,consumers’ brand cognitive attitude and brand emotional attitude both positively affect consumers’ purchase intention;(4)Consumers’ sense of power has a moderating effect on the relationship between consumers’ brand attitude and purchase intention under different sports sponsorship types.Finally,based on the systematic analysis of the relationship between sports sponsorship types and consumers’ purchase intention,this study explains the functional relationship between sponsorship theory and consumer behavior theory in practical application,promotes the research on related theories in the field of sports sponsorship,and starts from the perspective of how to enhance consumers’ favorable impression on corporate brands of sponsors and thus enhance their purchase intention.This paper provides a series of countermeasures and suggestions to identify and select the types of sports sponsorship in the current sports sponsorship market.