体育赛事观众满意度影响因素的实证研究

Influencing Factors of Sports Events Audiences' Satisfaction Degree

目前,体育赛事营销成为体育产业中的热点问题。通过选取北京、上海、广州、沈阳、大连的观众作为实证研究对象,在回顾相关文献的基础上,运用因子分析、结构方程方法进行实证研究。得出研究结论:①体育赛事表现和服务质量对观众满意度有直接的正向影响;②体育赛事表现和服务质量通过赛事影响范围对观众满意度产生间接的正向影响。

Currently,sport marketing is a hot issue in the sports industry.In this paper,we selected the audiences from Beijing,Shanghai,Guangzhou,Shenyang and Dalian as the empirical study subjects.In the literature review,the research was based on the use of factor analysis,structural equation approach.The findings indicate：sports performance and service quality of audience satisfaction has a direct positive impact;sports performance and service quality through the event viewer satisfaction of the affected areas have indirect positive effects.