摘要
本文将消费者行为理论引入体育赛事研究中来,以2015年武汉网球公开赛现场观众为研究对象,通过问卷调查的方式,对我国体育赛事观众满意和观众忠诚之间的关系进行了实证研究,从微观层面探讨了体育赛事观众行为机制问题。研究发现我国体育赛事质量满意和体育赛事环境满意显著影响观众忠诚,同时性别在体育赛事环境满意与观众忠诚关系中起显著调节作用。
The research introduces the theory of consumer behavior in sports event. It conducts empirical study on the relationship between Chinese sports events spectator satisfaction and spectator loyalty with questionnaires, taking audience of 2015 Wuhan Tennis Open as object. It discusses the mechanism of consumer behavior from the individual level. The study found that the satisfaction of events’ quality and sports environment affects audience loyalty while gender played a significant moderating role in the relationship between environmental satisfaction and audience loyalty in sports events.
出处
《湖北体育科技》
2016年第12期1056-1063,共8页
Hubei Sports Science
基金
国家体育总局体育哲学社会科学研究项目(2312SS16049)
湖北省教育厅科学研究计划项目(B2016248)
武汉体育学院青年教师科研基金项目(2016QS06)
关键词
体育赛事
观众满意
观众忠诚
性别
Sports Events
Spectator Satisfaction
Spectator Loyalty
Gender
