国际大型体育赛事观赛动机量表构建及实证研究以北京2022年冬奥会为例  

Construction and Empirical Study on the Scale of Watching Motivationof International Large-ScaleSports Events Take Beijing 2022WinterOlympic Games as an example

作　　者：刘晴 罗亮 左逸帆 刘亚丽[4] LIU Qing;LUO Liang;ZUO Yi-fan;LIU Ya-li(School of Sports Science,South China Normal University,Guangzhou 510006,China;School of physical education,Shandong University,Jinan 250300,China;School of Physical Education,Shenzhen University,Shenzhen 518061,China;Library,Hunan University of Technology,Zhuzhou 412007,China)

机构地区：[1]华南师范大学体育科学学院,广东广州510006 [2]山东大学体育学院,山东济南250300 [3]深圳大学体育学院,广东深圳518061 [4]湖南工业大学图书馆,湖南株洲412008

出　　处：《广州体育学院学报》2022年第4期70-80,共11页Journal of Guangzhou Sport University

基　　金：国家社会科学基金一般项目(18BTY024)。

摘　　要：从国际大型体育赛事观众的观赛动机出发,运用专家访谈、调查问卷、探索性因子、验证性因子与单因素ANOVA检验等方法构建了国际大型体育赛事观赛动机量表,并实证分析了北京冬奥会观众观赛动机的差异性。结果表明:(1)国际大型体育赛事观众的观赛动机由热情-学习动机、审美-体验动机、爱国主义动机、逃避-寻求动机、娱乐一兴奋动机和社会交往动机6个维度构成。(2)性别与代际间观众的观赛动机显示出明显的差异性。(3)整体动机对国际大型体育赛事观众观赛意愿具有显著正向影响。(4)北京冬奥会在推广过程中要重视代际差异,针对不同群体进行个性化宣传;强化爱国主义认知,但要避免狭隘的民族主义;全方位打造冬奥会社交圈,形成全民观赛氛围;兼顾“娱乐性”与“竞技性”,提升观赛体验。Starting from the spectators'motivation of international large-scale sports events,this paper constructs the scale of spectators'motivation of international large-scale sports events by using the methods of expert interview,questionnaire,exploratory factor,confirmatory factor and single factor ANOVA test,and empirically analyzes the differences of spectators'motivation of Beijing Winter Olympic Games.The results show that:(1)The spectators'motivation of international large-scale sports events consists of six dimensions:enthusiasm learning motivation,aesthetic experience motivation,patriotism motivation,escape seeking motivation,entertainment excitement motivation and social interaction motivation.(2)There are obvious differences between gender and inter-generational spectator motivation.(3)The overall motivation has a significant positive impact on the spectators'willingness to watch international large-scale sports events.(4)The promotion of the Beijing Winter Olympic Games should pay attention to inter-generational differences and carry out personalized publicity for different groups;Strengthen the cognition of patriotism,but avoid narrow nationalism;Create an all-round social circle for the Winter Olympic Games to form an atmosphere for the whole people to watch the games;Give consideration to"entertainment"and"competitiveness"to improvethe viewing experience.

关 键 词：国际大型体育赛事 北京冬奥会 观赛动机 观赛意愿 量表构建 

分 类 号：G80-054[文化科学—运动人体科学]