Impact of Sports Sponsorship Motivation on Consumer Purchase Intention: Mediating Effect Based on Consumer Attitude

Jianjun Li, Zhenyu Gu () and Yonghui Dai ()
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Jianjun Li: Management School, Shanghai University of International Business and Economics, Shanghai 201620, China
Zhenyu Gu: School of Statistics and Information, Shanghai University of International Business and Economics, Shanghai 201620, China
Yonghui Dai: Management School, Shanghai University of International Business and Economics, Shanghai 201620, China

Sustainability, 2022, vol. 14, issue 22, 1-15

Abstract: Sponsorship is very important for the sustainable development of sports, and the motivation of sponsors will have an impact on consumers’ willingness to buy the products of sports sponsors. This paper takes China’s CBA sports sponsors, TCL Corporation and Li Ning Corporation, as examples to conduct an empirical stud. Structural equation model, regression analysis, and correlation analysis are used in our study. The results show that altruistic sponsorship motivation has a positive impact on consumer attitude and purchase intention. Sponsorship egoistic motivations have a reverse impact on consumer attitudes. However, the reverse impact on purchase intention is relatively low. Consumer attitude plays a mediating role in the process of sponsorship motivation influencing purchase intention. Based on SOR (Stimulus- Organism-Response) theory, this paper proposes a model to study the impact of sponsorship motivation on customers’ purchase intention and comes to the conclusion of the intermediary effect of consumer attitude in the impact of sponsorship motivation on customers’ purchase intention. Our study provides a reference for the study of the impact of sports sponsorship motivation on consumer purchase intention.

Keywords: sports sponsorship motivation; purchase intention; consumer attitude; altruistic motivation; mediating effect (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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