体育赛事主题曲影响力感知维度及其对赛事评价的影响

Consumers'Perception Dimension of Sports Event Theme Songs and Its Influence on Sports Event Evaluation

采用扎根理论与问卷调查等研究方法,从消费者感知维度出发,研究体育赛事主题曲影响力。认为:体育赛事主题曲影响力包含赛事情景展现、赛事情绪诱发、赛事意义象征和赛事主题曲音乐美感4个感知维度;就对赛事评价的影响程度而言,赛事情景展现的影响最大,其次是赛事情绪诱发,再次是赛事意义象征,最后是赛事主题曲音乐美感;除了赛事情景展现,赛事感知质量在其余3条路径中起部分中介作用。提出:应重视体育听觉营销工具的运用,从赛事情景展现、赛事情绪诱发、赛事意义象征、赛事主题曲音乐美感4个维度优化体育赛事主题曲传播效果,并重视赛事感知质量在其中的作用。

Using grounded theory and the method of questionnaire surveys,etc.,the influence of theme songs in sports events was studied from the perspective of consumers'perception.It states that the influence of sports event theme songs includes the four perception dimensions,that is,the event scene display,the emotion induction,the meaning symbolism,and the aesthetic sense of the songs.In terms of the degree of the influence on the event evaluation,the event scene display has the highest impact,followed by the event emotion induction,the meaning symbolism,and the aesthetics in the songs.Apart from the event scene display,the perceived event quality partly plays a mediating role in the other three paths.It is proposed that the use of sports auditory marketing tools should be emphasized,the dissemination effect of sports event theme songs be optimized from the four dimensions discussed above,and the role of event perception quality be especially strengthened.