线上观赛动机对观赛行为意向的影响:沉浸体验和感知价值的链式中介作用  

Effect of Online Viewing Motivation of Sports Events on Viewing Behavior Intention:Chain Mediation Effect on Flow Experience and Perceived Value

作　　者：黄文哲 成波锦[2] HUANG Wenzhe;CHENG Bojin(Graduate Dept.,Guangzhou Sport Univ.,Guangzhou 510500,China;Dept.of Physical Education,Guangzhou Sport Univ.,Guangzhou 510500,China)

机构地区：[1]广州体育学院研究生院,广东广州510500 [2]广州体育学院体育教育学院,广东广州510500

出　　处：《体育教育学刊》2024年第1期55-62,F0002,共9页Journal of Physical Education

摘　　要：为深入探究体育赛事线上观赛行为意向的影响机理,引入沉浸体验和感知价值两个重要的中介变量,采用结构方程模型构建并检验了体育观众观赛动机对观赛行为意向的理论模型。结果显示:(1)线上观赛动机、沉浸体验、感知价值均显著正向影响观赛行为意向;(2)线上观赛沉浸体验、感知价值在观赛动机和观赛行为意向中起到部分中介作用;(3)线上观赛的沉浸体验和感知价值在观赛动机与观赛行为意向之间起到链式中介作用。研究结果验证了“使用与满足”理论对于新媒体环境下的线上观赛行为的适用性。这对赛事运营者依据观赛动机差异策划体育赛事,激发线上观众多元化观赛动机,呈现形式丰富的赛事传播、提供沉浸的交互体验以及增强用户互动与黏性,实现赛事内容与用户之间的精准定位等具有一定的启示作用。In order to explore the influence mechanism of online viewing behavior intention of sports events,two important mediating variables,flow experience and perceived value,were introduced to construct and test the theoretical model of sports audience’s viewing motivation on viewing behavior intention of sports events by using structural equation model.The results showed:(1)online viewing motivation,flow experience and perceived value are significantly positive influence on viewing behavior intention;(2)online viewing flow experience and perceived value play partial mediating roles in online viewing motivation and behavioral intention;(3)online viewing flow experience and perceived value play a chain mediating role between viewing motivation and viewing behavioral intention.It verifies the applicability of the theory of“use and satisfaction”to the online viewing behavior under the new media environment.At the same time,it has a certain enlightenment for the event operators to plan sports events according to the differences of viewing motivations,stimulate diversified viewing motivations of online audiences,present diversified event communication,provide immersive interactive experience,enhance user interaction and loyalty,and achieve precise positioning between the event content and users.

关 键 词：线上观赛 观赛动机 行为意向 沉浸体验 感知价值 

分 类 号：G80-05[文化科学—运动人体科学]