摘要
目的探讨5种不同体验型态对体育赛事现场观众的满意度及忠诚度的影响。方法依据体验营销与消费者行为理论建构出体验型态、体验满意度及观众忠诚度量表,并针对2015-2016年中国男篮职业联赛及中乙足球联赛成都赛区比赛现场的观众展开抽样调查,据此样本数据建立相关结构方程模型并进行适配性检验。结果感观、情感、思考、行动及关联等5大体验型态对观众体验满意度及忠诚度产生不同的影响作用;足球及篮球观众体验满意度担当了部分体验型态及观众忠诚度之间的中介效应;观众体验满意度对其球队忠诚度存在显著正向影响力,且表现为篮球观众明显高于足球观众;多元线性复回归系数R值表明足球观众的体验型态对体验满意度及球队忠诚度的直接影响力高于篮球观众。结论操作体验营销策略时,需依体育赛事属性的不同而强调不同体验的形成,才能带给观众体验满意度,从而强化其忠诚度。
Objective To explore the effect of five experience types on satisfaction and loyalty in sports event fans.Methods Based on experience marketing and consumer behavior theory,the experience types,experience satisfaction and fans loyalty scale have been constructed,and the sampling survey has been performed on the fans of Chinese men′s Basketball League and China Football League in Chengdu during season 2015/16.Using the relative data,the structural equation model has been constructed and the fitment evaluation has been performed.Results Five types of experience such as senses,emotions,thoughts,actions and associations have different effects on experience satisfaction and loyalty in sports fans;the ball fans satisfaction of football and basketball acted as mediating effect of partial experience form and loyalty;the fans experience satisfaction has an significant positive effect on team loyalty,and it showed that the basketball fans was significant higher than the football fans;multivariate linear complex regression coefficient R value indicated that the direct effect of experience type of football fans on experience satisfaction and loyalty was higher than that of the basketball fans.Conclusion Using the experience marketing strategy,according to the different characteristics of sports event fans and stressed the formation of different experiences,in doing so,it brings fans experience satisfaction,thereby enhancing their loyalty.
作者
李征
LI Zheng(College of Physical Education,Southwest University,Chongqing 400715,China)
出处
《西安体育学院学报》
CSSCI
北大核心
2020年第4期457-464,共8页
Journal of Xi'an Physical Education University
关键词
不同体验型态
满意度
忠诚度
结构方程模式
different type of experience
satisfaction
loyalty
structural equation model
