个人投资理论对观众观赛决策的影响  

Effects of Personal Investment Theory on Spectator′s Decision to Attendance

作　　者：张吾龙[1] 王然科[1] 石雷[1] 

机构地区：[1]北京师范大学体育与运动学院,北京100875

出　　处：《天津体育学院学报》2007年第2期115-118,共4页Journal of Tianjin University of Sport

基　　金：国家体育总局社会科学研究项目(项目编号:845ss05105)

摘　　要：伴随着众多的体育赛事逐步走向市场化,体育观众在体育赛事中的地位越来越重要,如何吸引大量观众到赛场观看比赛成了赛事组织者寻求利润过程中必须解决的一个课题。以体育观众为研究对象,通过运用个人投资理论对观众出席观看比赛的行为进行深入分析,为赛事组织者寻求解决方案提供了理论依据,其独特的研究视角对体育观众的深入研究有一定的启发作用。With more and more sport competition becomes a business step by step; sport spectator is becoming one of the most important parts in the competition; how to attract more spectators to watch the game is an important issue for the organizer who wants to seek profit. Therefore, this article chose sport spectator as the object, using personal investment to analyze spectator＂ s behaviors of attendance, the results can provide academic bases for the organizer, and its particular research＂ s angle had effect on the deep research of spectator in the future.

关 键 词：体育观众 体育赛事 出席 

分 类 号：G80-05[文化科学—运动人体科学]