Mechanism Shaping Sports Enthusiasts'Recommendation Tendency Based on Reputation under Product Off-sale Effect:A Moderated Mediation Model
Based on two experiment results and using the research methods of questionnaire survey and quantitative analysis,the pa-per examines the mediating mechanism of spiritual belonging and psychological guilt,to further explore the moderating effect of sports enthusiasts'self-construal on the dual mediating role(first half of the path).The research results show that:(1)spiritual be-longing and psychological guilt have dual mediating roles in the direct influence relationship between the off-sale of sporting goods and sports enthusiasts'recommendation tendency based on reputation,and the demand-based off-sale is more likely to stimulate sports enthusiasts'spiritual belonging and psychological guilt than supply-based off-sale;(2)self-construals can moderate the mediating effects(first half of the path)of spiritual belonging as well as psychological guilt in the relationship between off-sale and sports en-thusiasts,with sports enthusiasts with high self-construals having a higher sense of spiritual belonging and sports enthusiasts with low self-construals having a higher sense of psychological guilt.
万方数据
维普
