体育电商直播女性观众的个人特征与居住环境对在线体育消费的综合影响  

Influences of Personal Characteristics and Residential Environment of Female Viewers of Online Sports Consumption in Sports E-commerce Live Streaming

作　　者：黄颖 孙淑慧[3] HUANG Ying;SUN Shuhui(Postdoctoral Research Station of Sports Science,Chengdu Sport Univ.,Chengdu 610041,China;School of Foreign Languages,Chengdu Sport Univ.,Chengdu 610041,China;Academic Journal Center,Chengdu Sport Univ.,Chengdu 610041,China)

机构地区：[1]成都体育学院体育学博士后科研流动站,四川成都610041 [2]成都体育学院外国语学院,四川成都610041 [3]成都体育学院学术期刊中心,四川成都610041

出　　处：《武汉体育学院学报》2024年第5期51-58,共8页Journal of Wuhan Sports University

基　　金：成都体育学院高层次人才科研启动项目(D400837)。

摘　　要：研究探索了体育电商直播中女性观众的个人特质与居住环境对其在线体育消费行为的综合影响。通过问卷调查与数据分析,研究发现职位职级、收入水平、婚姻状况以及居住地的空气质量(具体为二氧化硫年平均浓度)对女性观众的在线消费行为产生了显著影响。第一,身处高层职位、收入中等以及已婚的女性更倾向于在体育电商直播平台进行消费。这验证了社会阶层和生命周期背景对女性观众的在线体育消费决策具有重要影响。第二,当居住城市的空气质量恶化时,女性观众在体育电商直播平台上的消费意愿会相应增加,这暗示着环境因素与个体特征之间可能存在着某种协同作用。第三,粉丝身份进一步推动了女性观众的在线体育消费行为。这表明,在制定营销策略时,必须充分考虑粉丝身份及其背后的心理需求与行为模式。这些发现不仅为政策制定提供了启示,还为体育电商直播平台制定个性化推广策略、提供精准服务提供了重要的参考依据。This study investigated the comprehensive influences of personal characteristics and residential environment on online sports consumption among female viewers in the context of sports E-commerce live streaming.Through questionnaire and data analysis,it was found that job position,income level,marital status,and air quality in the place of residence(specifically,the annual average concentration of sulfur dioxide)had significant effects on female viewers’online consumption.Firstly,women in higher job positions,with moderate income levels,and married were more inclined to engage in online consumption on sports E-commerce live streaming platforms.This verified the important influences of social class and life cycle background on the female viewers’decision-making.When the air quality of the city deteriorated,the female viewers’were more willing to spend on sports E-commerce live streaming platforms.This suggested that there might be a synergistic effect between environmental factors and individual characteristics.Thirdly,fan identity further drove the female viewers’online sports consumption.This indicated that fan identity and the underlying psychological needs and behavioral patterns must be fully considered when formulating marketing strategies.These findings not only provided insights for policy-making but also served as important references for sports E-commerce live streaming platforms in developing personalized promotion strategies and providing precise services.

关 键 词：体育电商直播 女性 个人特征 居住环境 在线体育消费 

分 类 号：G80-05[文化科学—运动人体科学]