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

Sponsorship is very important for the sustainable development of sports, and motivation sponsors will have an impact on consumers’ willingness to buy products sports sponsors. This paper takes China’s CBA sponsors, TCL Corporation Li Ning Corporation, as examples conduct empirical stud. Structural equation model, regression analysis, correlation analysis are used in our study. The results show that altruistic sponsorship has a positive consumer attitude purchase intention. egoistic motivations reverse attitudes. However, intention relatively low. Consumer plays mediating role process influencing Based SOR (Stimulus- Organism-Response) theory, this proposes model study customers’ comes conclusion intermediary effect Our provides reference