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

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.

Development of marketing management for pomelo products in Samut Songkhram province, Thailand

“…and the theory of planned behavior (TPB) [31,32], which suggest that positive consumer motivation toward a product or service increases purchase intentions. Moreover, the findings reinforce this relationship, which is consistent with empirical studies in this domain [7,10,29,33] . Furthermore, the attitude variable significantly influences purchasing intentions, acting as a critical determinant in the decision-making process.…”

“…This is also consistent with the literature by Matin et al [8] that described the relationship between these three variables. A wealth of literature also studies and weighs the relationship between these three variables [9,10,11] . Therefore, the researchers developed research hypotheses to create a model suitable for the community's empirical data as follows.…”

Effect of Transformational Leadership and Organizational Citizenship Behavior: Determining the Roles of Supervisor Identification, and Self-determination in the Automobile Industry

“…For model fitness, the cut-off value for SRMR is 0.08; thus, the criterion was met (Tingaz et al, 2023). In addition, the NFI value of 0.802 provided evidence for model fitness as a benchmark of 0.8 has been used by researchers previously (Li et al, 2022). The assessment of the proposed hypotheses was carried out with the results displayed in Table 8.…”

Green Consumer Behavior of Sports Enthusiasts on TikTok—An Analysis of the Moderating Effect of Green Concern

“…In addition, the S-O-R theory offers valuable insights into sports marketing and brand promotion. For instance, Li et al [52] conducted empirical research on the Chinese Basketball Association (CBA) sport sponsors, TCL Group and Li-Ning Company, investigating the influence of sports sponsorship motives on consumer purchase intentions. They examined consumer attitudes as a mediating factor, establishing a theoretical framework based on the S-O-R theory, combining empirical research with theoretical construction.…”