线上体育赛事参与意愿的影响机制研究——以赛事品牌体验为中介  

Research on the Influence Mechanism of Online Sport Events Participation Willingness——Mediating Effect Model Based on Brand Experience

作　　者：张子钦 江涵逸 于蓝 郑芳[1] ZHAGN Zi-qin;JIANG Han-yi;YU Lan;ZHENG Fang(Department of Physical Education,College of Education,Zhejiang University,Hangzhou 310058,China)

机构地区：[1]浙江大学教育学院体育学系,浙江杭州310058

出　　处：《浙江体育科学》2023年第4期49-55,共7页Zhejiang Sport Science

基　　金：浙江大学重大课题(204201*172220291)。

摘　　要：数字技术创新体育赛事的组织方式,改变体育赛事的参与行为,线上体育赛事井喷式发展。为了深入探究线上体育赛事参与意愿的内在影响机制,提高线上体育赛事品牌质量,研究基于文献与实践案例,构建参与意愿为因变量,参赛动机为自变量,品牌体验为中介的理论模型。实证结果显示:参与动机越强的线上赛事参与者对线上体育赛事的品牌体验越强烈;赛事品牌体验越好的参与者对赛事的满意度越高;参与者的赛事品牌体验在参与动机对赛事满意度的关系中起着重要的中介作用。由此提出以下建议:以满足参与者的多元参与动机为主要目标;创新线上体育赛事服务供给模式,激发体育赛事市场的消费潜能;加强线上体育赛事的品牌建设,培育线上体育赛事文化;重视线上体育赛事的营销和宣传工作,开展多样化的宣传活动;丰富线上体育赛事供给,举办多种多样的线上体育赛事。Digital technology innovates the organization of sport events,changes the participation behavior of sport events,and online sport events develop explosively.To deeply analyze the participation willingness of online sports events and improve the brand quality of online sports events,based on the literature and practical cases,the research constructs a theoretical model of the participants behavior in online sport events with participation willingness as the dependent variable,sports involvement and participation motivation as independent variables and brand experience as the intermediary.The empirical results show that online event participants with stronger participation motivation have better brand experience of online sport events;participants with better event brand experience have higher satisfaction with the event;It plays an important mediating role in the relationship between competition satisfaction;there is no significant effect between consumers' sports involvement and brand experience of online sport events.There are the following suggestions:the main goal is to meet the diverse motivations of participants;innovate the online sport events service supply model to stimulate the consumption potential of the sport events market;strengthen the brand building of online sport events and cultivate the culture of online sport events;attach importance to the marketing and publicity of online sport events and carry out diversified publicity activities;enrich the supply of online sport events,and hold a variety of online sport events.

关 键 词：线上体育赛事 参与意愿 动机 品牌体验 满意度 

分 类 号：G80-05[文化科学—运动人体科学]