中超联赛观赛体验对现场观众消费意愿的影响研究

Research on the Impact of Chinese Super League Watching Experience on the Spectators’Consumption Intention

为更好地了解中超联赛现场观众的观赛体验及消费意愿,助力中超联赛实现精细化运营,促进中超联赛的可持续发展,本文以满意度为中介变量,构建观赛体验对中超联赛现场观众消费意愿的影响模型。研究结果显示:观赛体验的五个维度中,感官体验、情感体验、行动体验、关联体验对现场观众的消费意愿有显著的正向影响,而思考体验对现场观众的消费意愿影响不显著;满意度在感官体验、情感体验、行动体验、关联体验对现场观众消费意愿的影响过程起部分中介作用;多群组分析的结果表明,不同人口统计学特征人群的观赛体验对消费意愿的影响具有显著差异。

In order to better understand the watching experience and consumption intention of the spectators in the Chinese Super League,help the Chinese Super League to achieve refined operations,and promote the sustainable development of the Chinese Super League,this paper uses satisfaction as an intermediary variable to construct a model of the impact of Chinese Super League watching experience on the spectators’consumption intention.The research results show that among the five dimensions of watching experience,sensory experience,emotional experience,action experience,and related experience have a significant positive impact on the spectators’consumption intention,while thinking experience has no significant impact on the spectators’consumption intention;Satisfaction plays an intermediary role in the process of the impact of sensory experience,emotional experience,action experience,and related experience on the spectators’consumption intention;The results of multi-group analysis show that there are significant differences in the impact of watching experience on consumption intentions among people with different demographic characteristics.