运动类APP的品牌利益对体育消费行为影响研究——以“咕咚运动+”为例
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摘要
近年来,运动类APP在"全民健身"和"互联网+"的热潮下数量呈爆发性增长,但也伴随着产品内容同质化严重、运动记录数据不准确以及盈利模式不成熟等问题。如何在众多运动类APP中脱颖而出,增加用户数量,赢得用户信任并进一步刺激用户在其平台上进行体育消费,最终获得利润并增强自身的竞争优势,是运动类APP的经营者们一直在思考的问题。相关研究发现,良好的品牌营销可以有效地解决这一问题。本文以目前国内较为主流的运动类APP"咕咚运动+"为案例,以体育品牌利益对用户体育消费行为的影响分析作为切入点,通过案例分析法、结构方程模型分析方法这两种定性与量化相结合的混合研究范式,再透过体育品牌经营管理的视角,深入刨析体育品牌利益对用户体育消费行为的影响路径与影响程度,构建运动类APP的品牌利益、品牌态度、用户忠诚度与用户体育消费行为的影响路径关系。研究结果:运动类APP的品牌利益会正向影响品牌态度;品牌态度会正向影响用户忠诚度;用户忠诚度会正向影响体育消费行为等结论。并以此为依据,给运动类APP的经营者们提出相应的品牌营销策略,也进一步拓宽未来"互联网+体育"项目的创新发展思路,为推进全民科学健身提供一定的借鉴参考。
In recent years,under the "national fitness"and "Internet + "boom,the number of sports apps showed explosive growth. But it is also accompanied by serious problems of homogenization of products,inaccurate data of sports records,and immaturity of profit model. How to stand out in many sports apps,Increase the number of users,win user trust and further stimulate users' sports consumption on their platform,and ultimately gain profits and enhance their competitive advantage. It's a problem that the operators of sports app have been thinking about. Related research has found that good brand marketing can effectively solve this problem. Based on the current sports app "Gudong"as the research object,The analysis of the influence of the sports brand interest on the consumer's sports consumption behavior is taken as the breakthrough point. Through the case analysis method and the structural equation model analysis method,the two qualitative and quantitative hybrid research paradigms are combined. Through the perspective of the management of sports brand,The impact of sports brand interest on user sports consumption behavior is analyzed in depth. The relationship between brand interest,brand attitude,customer loyalty and user sports consumption behavior of sports app is formed. The results show that: brand interest of sports app will positively affect brand attitude; brand attitude will positively affect user loyalty; user loyalty will positively affect sports consumption behavior,and so on,And on this basis,to sports app operators have put forward the corresponding brand marketing strategy,broaden the thinking of innovation and development of future "Internet plus sports"project,to provide a reference for the promotion of national fitness science.
In recent years,under the "national fitness"and "Internet + "boom,the number of sports apps showed explosive growth. But it is also accompanied by serious problems of homogenization of products,inaccurate data of sports records,and immaturity of profit model. How to stand out in many sports apps,Increase the number of users,win user trust and further stimulate users' sports consumption on their platform,and ultimately gain profits and enhance their competitive advantage. It's a problem that the operators of sports app have been thinking about. Related research has found that good brand marketing can effectively solve this problem. Based on the current sports app "Gudong"as the research object,The analysis of the influence of the sports brand interest on the consumer's sports consumption behavior is taken as the breakthrough point. Through the case analysis method and the structural equation model analysis method,the two qualitative and quantitative hybrid research paradigms are combined. Through the perspective of the management of sports brand,The impact of sports brand interest on user sports consumption behavior is analyzed in depth. The relationship between brand interest,brand attitude,customer loyalty and user sports consumption behavior of sports app is formed. The results show that: brand interest of sports app will positively affect brand attitude; brand attitude will positively affect user loyalty; user loyalty will positively affect sports consumption behavior,and so on,And on this basis,to sports app operators have put forward the corresponding brand marketing strategy,broaden the thinking of innovation and development of future "Internet plus sports"project,to provide a reference for the promotion of national fitness science.
引文
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[14] Bagozzi,P.,&Yi Y. On the evaluation of structural Equation models[J]. Journal of the Academy of Marketing Science,1988(16):74-94.
[15]莫月红.“互联网+”时代大学生健身类APP使用现状调查与分析[J].南京体育学院学报(自然科学版),2016,15(3):141-144.
[16]高希生,阁宝成.体育品牌的内涵及外延探析[J].体育文化导刊,2005(12):9-11.
[17]仇飞云,宋昱,李小平,等.体育品牌关系质量视角下的消费者行为探究[J].体育与科学,2012,33(6):57-62.
[18] Thilo Kunkel and Daniel C. Funk,Daniel Lock. The Effect of League Brand on the Relationship Between the Team Brand and Behavioral Intentions:A Formative Approach Examining Brand Associations and Brand Relationships[J]. Journal of Sport Management,2017(31):317-332.
[19]金卓.企业创新行为影响消费者品牌态度和购买意向研究[J].攀枝花学院学报,2016,33(3):37-43.
[2]咕咚官网简介[EB/OL]. http://www. codoon. com/h5/codoon-welcome/about. html.
[3]冷东红.体育品牌营销传播的理念研究——以耐克品牌为例[J].东南传播,2017(6):122-124.
[4]黎怡兰.揭开品牌利益的面纱[J].企业管理,2013(4):6-9.
[5]程书香,姚盛辉.关于从品牌定位视角打造强势品牌的思考[J].九江学院学报,2009,28(4):49-51.
[6]马修·D·尚克.体育营销学战略性观点[M].董进霞,译.北京:清华大学出版社,2003:2.
[7]邓爱民,陶宝,马莹莹.网络购物顾客忠诚度影响因素的实证研究[J].中国管理科学,2014,22(6):94-102.
[8]刘传海,王清梅,钱俊伟.运动类APP对体育锻炼行为促进和体育习惯养成的影响[J].南京体育学院学报(社会科学版),2015,29(3):109-115.
[9]吴平.体育营销与打造我国体育品牌策略的研究[J].安徽体育科技,2007(6):9-10+13.
[10] Bauer,H. H.,Stokburger-Sauer,N. E.,&Exler,S. Brand image and fan loyalty in professional team sport:A refined model and empirical assessment[J]. Journal of Sport Management,2008(22):205-226.
[11] Gladden,J. M.,&Funk,D. C. Developing an understanding of brand associations in team sport:Empirical evidence from consumers of professional sport[J]. Journal of Sport Management,2002(16):54-81.
[12] JACKSON D L. Reporting Practices in Confirmatory Factor Analysis:An Overview and Some Recommendations[J]. Psychological Methods,2009(14):6-23.
[13] Kline,B. Principles and practice of structural equation modeling(2 nd ed,)[M]. New York:Guilford Press,2005:32.
[14] Bagozzi,P.,&Yi Y. On the evaluation of structural Equation models[J]. Journal of the Academy of Marketing Science,1988(16):74-94.
[15]莫月红.“互联网+”时代大学生健身类APP使用现状调查与分析[J].南京体育学院学报(自然科学版),2016,15(3):141-144.
[16]高希生,阁宝成.体育品牌的内涵及外延探析[J].体育文化导刊,2005(12):9-11.
[17]仇飞云,宋昱,李小平,等.体育品牌关系质量视角下的消费者行为探究[J].体育与科学,2012,33(6):57-62.
[18] Thilo Kunkel and Daniel C. Funk,Daniel Lock. The Effect of League Brand on the Relationship Between the Team Brand and Behavioral Intentions:A Formative Approach Examining Brand Associations and Brand Relationships[J]. Journal of Sport Management,2017(31):317-332.
[19]金卓.企业创新行为影响消费者品牌态度和购买意向研究[J].攀枝花学院学报,2016,33(3):37-43.