期刊名称：International Journal of Sport Management, Recreation & Tourism
电子版ISSN：1791-874X
出版年度：2016
卷号：25
期号：c
页码：22-44
出版社：GEORGE COSTA
摘要：Sporting event websites allow for commercial displays to be formed that affect the behavior of fans and visitors to the site and depending on the size of the event, small or medium; it may become your only source of commercial information. This paper studies how an average sporting event sponsor has influences on a web visitor. It proposes a model measuring the buying intention and attitude towards the event and sponsor based on image transmission. Through a structural equation modeling it is determined that the website influences the event and image transmission but not on purchase intent. We conclude that certain strategies be proposed in order to improve the process of marketing the event and sponsors.
关键词：sponsorship; sport event; image transfer; website
