Research on the Influence Mechanism of Sports Event Reputation on Sports Consumption:a Moderated Mediation Model Based on Sports Event Image and Herd Behavior
This research comprehensively uses the service quality model and theory of reasoned action to construct the influence path model of sports event reputation on sports consumption,and uses Delphi method,questionnaire survey method and moderated intermediary model test to deeply study the influence relationship of sports event reputation on sports consumption.The results shows that:(1)The credibility and professionalism of sports events have significant positive and direct effects on sports consumption;(2)The image of sports events plays an intermediary role in the influence of the reputation of sports events on sports consumption;(3)Herd behavior plays a moderating role in the influence of sports event professionalism on sports consumption,and plays a moderating role in the latter part of the mediating role of sports event image on sports event reputation and sports consumption.In view of this,the sports event reputation is the key to promote the development of sports consumption.To enhance the sports event reputation,establish a good image of sports events and pay attention to stimulate the herd behavior can further stimulate consumers'willingness to consume sports,and promote the sustainable and stable growth of sports consumption.
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