The Study On Impact Of Tv Sports Advertisements On Middle School Students Sports Customer Intention Of Beijing

Adolescent is a group with unique and special characters, owning partial not complete behavior ability, they are not only the ones paid lots of attentions from parents and whole society in knowledge absorption step, but also the main part of future consumers in a long term. Therefore, they become targets in advertising campaigns by increasing sports companies at home and abroad. Referring to academic areas, majority of researches focus on adolescents' Customer Behavior and few attentions are paid to advertising influences on Middle School Students.Based on former related research results, the paper studied the impact of TV Sports Advertisements on Middle School Students Customer Intention of Our Country, emphasized on pinpointing the influences on their psychological changes and consumption activities caused by those sports advertising and explored the mediating mechanism of psychological factors as well.The paper surveyed more than 1400 students in middle schools in fifteen districts Beijing, analyzed cross-sectional, variance and regression analysis, and achieved reasonable and reliable output.The study investigated whether these sports advertising generated highly influences on Middle School students'psychology. By introducing the intermediary mechanism, the paper defined the relationship among advertising, purchasing intention and consumption activities.The main conclusions of this thesis are as follows.a. Sports advertisement generates influences on Middle School students'individual and team psychological varieties, the influences have positive relationship with advertising intensity.b. Intent varieties play as mediators between TV Sports advertisements and Customer Behavior.c. Advertising is highly positive correlated to the Middle School students'consumption activities by brand, products and sports stars.After quantitative analysis process of mass data, in order to contribute to the Middle School students'healthy development, the thesis brought forth the results down-to-earth significance by taking practical situation into consideration. According to four interest stakeholders'standpoints, namely society, school, parents and enterprises, the paper carried out a package of feasible ways and means for them. By aforementioned content, the thesis was consummate with social values and factual meanings in long views.