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

In order to study the influencing factors of cultural and creative industries (CCIs), the Grey Factor Analysis and 30 different indexes are used to empirically analyze the correlation between the influencing factors and the added value of CCIs in Shanghai. At the same time, main environmental factors affecting the development of CCIs are explored. The result shows that technology research and development, policy and government financial support, human resources, social culture, cultural consumption environment, cultural industry basis and development status are important impacting factors on the development of CCIs in Shanghai. Based on the above research results, this paper puts forward some countermeasures and suggestions on the construction of a comprehensive environment to promote the sustainable and healthy development of CCIs.