A Study on the Impact of Cause-related Sport Marketing on Consumer Purchasing Power Intentions Based on Gender Differences

초록

This study sought to unveil the impact of gender differences and cause-related marketing upon consumption in sports field. A total of 1147 Chinese sports consumers (male = 608, female = 539) were selected, and pursuant to the annual consumption of physical sports products, consumers were divided into high, middle, and low consumption level groups. The study used three scales　to explore the impact of cause-related sport marketing on consumers on the basis of gender and consumption levels. The result showed that, holistically, in the context of cause-related sport marketing, men scored significantly higher than women on attitude and trust (p < .001), and women scored significantly higher than men on purchase intention (p < .001); the impact of consumption level on the three aspects was significant (p < .001).In attitudes, men in the middle-consumption group were significantly higher than women (p < .001), and men in the high consumption group were significantly lower than women (p = .042). In trust, men in the low and middle-consumption groups were significantly higher than women (p < .001). In purchase intention, men in the low and middle-consumption groups were significantly lower than women (p < .001). Analyses showed that in attitude, gender significantly affected middle- and high-consumption level groups, and in trust and purchase intention, gender significantly affected lowand middle-consumption level groups. These research results strongly substantiate the impact of gender differences on cause-related sport marketing and provide further segmentation directions for future corporate marketing.

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