CBA联赛观众观赛行为意向的影响因素及其作用机制

Influencing Factors and Mechanisms of Behavioral Intentions Among CBA League Spectators

为探究CBA联赛观众观赛行为意向的影响因素及其作用机制,采用解释性时序设计,运用《观赛动机调查问卷》《感知价值量表》《满意度量表》《观赛行为意向量表》对610名CBA联赛观众展开调查,并对其中6名观众进行访谈。研究结果:现场观赛动机、感知价值、满意度和观赛行为意向显著相关。现场观赛动机对观赛行为意向的直接效应显著,感知价值、满意度在现场观赛动机和观赛行为意向间的独立中介和链式中介作用显著。研究结论:CBA联赛观众现场观赛动机既可直接对观赛行为意向产生正向影响,又可通过感知价值、满意度的独立中介或链式中介作用间接影响观赛行为意向。建议:开展系统性、周期性、持续性的宣传推广,激发观众现场观赛动机;基于经济价值、情感价值、社会价值等多重角度,提升观众的感知价值;改革创新CBA联赛的治理机制与管理模式,提高观众的满意度。

To explore influencing factors and mechanisms of behavioral intentions among CBA league spectators,this study uses an explanatory sequential design and the On-Site Viewing Motivation Questionnaire,Perceived Value Scale,Satisfaction Scale and Behavioral Intention Scale to investigate 610 CBA league spectators and interview six of them.The results reveal significant pairwise correlations between on-site viewing motivations,perceived values,satisfaction and behavioral intentions.Spectators’on-site viewing motivations have a significant direct effect on behavioral intentions.Perceived values and satisfaction have significant independent and chain mediating effects between spectators’on-site viewing motivations and behavioral intentions.In conclusion,on-site viewing motivations not only directly influence the behavioral intentions of CBA league spectators positively,but also indirectly affect it through the independent or chain mediating effects of perceived values and satisfaction.Suggestions include conducting systematic,periodic and sustained promotional activities to stimulate on-site viewing motivations;enhancing spectators’subjective perceived values from the perspectives of economic,emotional and social values;and reforming and innovating the governance mechanisms and management models of the CBA league to elevate spectator satisfaction.