职业体育赛事球迷观赛动机的国外研究综述

Understanding Motivations Associated with Spectator Attendance of Professional Sports

职业体育中高度变化的商业环境凸显了在管理、营销和服务等领域研究消费者动机的重要性。国外学者对球迷观赛动机进行了深入的研究,并取得了很多有价值的研究成果。本文从球迷观赛动机的3个组成构面:球迷忠诚度、球迷内在动机和球迷外在动机,分析动机因素对职业体育赛事消费的影响;基于对国外现有研究的梳理和述评,本文进一步解析上述研究成果对我国职业体育的管理体制、运行机制、塑造品牌、观众服务等方面的可应用性,并提出学术研究方向上的新建议。

The increasingly competitive and changing marketplace of the sport industry, particularly in the professional sport sector,highlights the significance of studying sport consumers in order to achieve management, marketing and service objectives. Concerted research efforts have been made to understand, utilize, and channel sport fan psychology and motivation in Western countries. Adopting review of literature as the research protocol and selecting from three perspectives of sport attendance motivations, fan loyalty, internal motivation and external motivation. This study synthesizes recent research findings derived in western countries, interprets their relevance and applicability in China, and offer constructive suggestions for professional practice and scholarly research in China.