“赛事链”溯源:职业体育赛事消费行为模式的影响效果

The Track of “ Event Chain ”: The Impact of Consumption Patterns of Professional Sports Events

采用社会网络分析法、路径分析法等,探讨不同消费者与体育赛事消费行为模式之间的关系,揭示消费者体育赛事消费行为的影响因素;运用Ucinet和Netdraw绘制体育赛事消费行为模式结构,揭示中心性特征。结合路径分析,验证线上消费者、线下消费者与体育赛事消费行为模式的关系:线上消费者更重视线下体育赛事消费模式及轻消费行为模式,线下消费者更重视线下体育赛事消费模式及重消费行为模式等。

With the methods of social network analysis(SNA)and pathway analysis(SEM),the study explores the relationships between the consumers and the their consumption behavior patterns in sports events,trying to reveal the impact factors of consumers'behaviors.The study uses Ucinet and Netdraw to draw the consumers’behavior pattern structures to discover the major features.The pathway analysis proves the relationship and effect of the online and offline consumers;influence on consumption behavior patterns of the sports events.The results show that online consumers pay more attention to the offline consumption patterns and light consumption patterns,while offline consumers pay more attention to the offline consumption patterns and heavy ones.