个体选择与结构限制:2019年女足世界杯中国受众媒介使用行为的影响因素

Individual Choice and Structure Restriction: The Influencing Factors of Media Use of Chinese Audiences during the 2019 FIFA Women’s World Cup

文章从赛事的媒介受众出发,基于对2019年女足世界杯中国受众的问卷调查,实证分析了大型体育赛事期间受众媒介使用行为的影响因素。研究发现:(1)受众的女足世界杯媒介使用行为是个体因素和结构性因素共同作用的结果;(2)观看动机和球队认同,性别和年龄等个体因素对受众的女足世界杯媒介使用行为有显著影响;(3)结构性因素的影响大于个体因素,受众的女足世界杯媒介使用行为很大程度上受到时间可能性、媒介可得性、观看场景、日常体育参与等外部结构性因素的影响;(4)大型体育赛事不仅仅是一场体育事件,也是"媒介事件"。该研究不仅有助于从理论上理解中国的大型体育赛事受众,也可以为体育组织和媒体机构的赛事传播和营销提供参考和依据。

Based on a survey of Chinese audiences during the 2019 FIFA Women’s World Cup, this study empirically analyzed the influencing factors of media use during the mega-sports event. The results show that:(1) The media use is influenced by both individual and structural factors;(2) Individual factors such as watching motivation, team identification, gender and age have significant influence on audiences’ media use behaviors;(3) The influence of structural factors is greater than individual factors. Structural factors such as audience availability and access, viewing context, daily sports participation have significant influence on audiences’ media use behaviors;(4) Mega-sports event is not only a sports event, but also a media event. The findings can help to understand Chinese audiences of the mega-sports events and provide support for the media and sports organizations in terms of sports event communication and marketing.