中超联赛球迷持续观赛意愿的形成机制:有调节的中介模型  

The Formation Mechanism of Chinese Super League Fans’Continued Participation Intention:A Moderated Mediation Model

作　　者：贾文帅 李凌[2] 张瑞林[1] JIA Wenshuai;LI Ling;ZHANG Ruilin(Jilin Sport University,Changchun 130022,China;Shandong University,Jinan 250100,China)

机构地区：[1]吉林体育学院,吉林长春130022 [2]山东大学,山东济南250100

出　　处：《中国体育科技》2021年第10期97-106,共10页China Sport Science and Technology

基　　金：国家社会科学基金青年项目(18CTY007)。

摘　　要：持续观赛意愿是评估职业联赛能否成功吸引并留住球迷的关键。为吸引和维持中国足球协会超级联赛(以下简称“中超联赛”)球迷的观赛热情,强化其持续观赛意愿,改善中超联赛的运营水平和管理绩效,研究构建了中超联赛球迷持续观赛意愿形成机制的概念模型,运用层次回归分析法检验发现,中超联赛球迷的持续观赛意愿主要是球迷心理层面多元情感关系间相互作用的结果:1)感官体验既不能直接也不能间接通过感知价值影响持续观赛意愿,但满意度调节了感官体验与持续观赛意愿之间的关系,表现为感官体验在高满意度条件下对持续观赛意愿具有显著负向影响,在低满意度条件下正向影响不显著;2)情感体验和认知体验能完全通过感知价值影响持续观赛意愿,两个中介过程的后半路径均受到满意度的调节,表现为感知价值在高满意度条件下对持续观赛意愿具有显著正向影响,在低满意度条件下正向影响不显著;3)行为体验仅能直接影响持续观赛意愿;4)感知价值和满意度均能正向影响持续观赛意愿,感知价值对持续观赛意愿的预测作用大于满意度。Continued participation intention is a key to evaluate whether professional leagues can successfully attract and retain fans.In order to attract and maintain the enthusiasm of fans of the Chinese Football Association Super League(hereinafter referred to as the Chinese Super League(CSL),strengthen their continued participation intention,and improve the operation level and management performance of the CSL,this study constructs a conceptual model of the formation mechanism of CSL fans’continued participation intention,and tests it by hierarchical regression analysis.It finds that the continued participation intention of fans in CSL is mainly the result of the interaction of multiple emotional relationships at the psychological level of fans,that is:1)The sensory experience can neither directly nor indirectly affect the continued participation intention through perceived value,but satisfaction moderates the relationship between the sensory experience and continued participation intention.Specifically,sensory experience has a significant negative impact on the continued participation intention under the condition of high satisfaction,but it doesn’t have a significant positive effect under the condition of low satisfaction;2)affective experience and cognitive experience can completely affect the continued participation intention through perceived value,and the latter half of the path of these two mediating processes are moderated by satisfaction.Specifically,perceived value has a significant positive impact on the continued participation intention under the condition of high satisfaction,but it has no significant positive effect under the condition of low satisfaction;3)behavior experience can only directly affect the continued participation intention;4)perceived value and satisfaction can positively affect the continued participation intention,and perceived value has a greater predictive effect to continued participation intention than satisfaction.

关 键 词：持续观赛意愿 观赛体验 感知价值 满意度 中国足球协会超级联赛 

分 类 号：G843[文化科学—体育训练]