天津体育学院学报2025，Vol.40Issue(3)：305-313,9.DOI:10.13297/j.cnki.issn1005-0000.2025.03.008
提振消费视角下大型体育赛事居民观赛意愿解析与提升策略
Residents'Intention and Promotion Countermeasuresto Watch Large-Scale Sports Events from the Perspec-tive of Enhancing Consumption
摘要
Abstract
Consumption of large-scale sports events serves as a powerful catalyst for unlocking the potential of sports consumption and fostering new growth drivers in the consumer market.This study introduced three variables,spectator motivation,service quality and flow experience,through literature review,questionnaire survey and statistical analysis methods to construct a model for analyzing factors influencing residents intention to watch large-scale sports events in China.The study reveals that residents exhibited a generally high intention to watch large-scale sports events,withpatriotic motivation standing out prominently among diverse motivational factors.Regarding event service quality dimensions,residents expressed higher satisfaction with auxiliary services,particularly volunteer services,transportation support,and licensed merchandise,while technology-driven flow experiences through digital applications emerged as particularly prominent characteristics.Path analysis demonstrated that residents'motivations significantly affect residents intentions through the chain mediation effect of service quality and flow experience.This indicates that diversified motivational stimulation serves as the fundamental driver,high-quality services constitute the core supporting element,and flow experiences act as the critical conversion mechanism.Accordingly,a four-dimensional enhancement strategy is proposed:Firstly,strengthen diversified event product provision to precisely align with heterogeneous spectating motivations;Secondly,comprehensively upgrade event service quality to consolidate the foundation for high-quality development of event economy;Thirdly,strategically enhance spectators'flow experience to substantially improve event consumption stickiness;Fourthly,establish inclusive governance mechanisms to fully unleash the market potential of event-related consumption.关键词
观赛意愿/观赛动机/服务质量/心流体验Key words
intention to watch large-scale sports events/residents'motivation/service quality/flow experience分类
社会科学引用本文复制引用
王婧瑶,于蓝,郑芳,陈鸯鸯..提振消费视角下大型体育赛事居民观赛意愿解析与提升策略[J].天津体育学院学报,2025,40(3):305-313,9.基金项目
国家社会科学基金重大项目(项目编号:22&ZD335) （项目编号:22&ZD335）
浙江省教育厅一般科研项目(项目编号:ZX2022001046) （项目编号:ZX2022001046）
宁波大学高级别人文社会科学前期培育项目(项目编号:XPYQ24008) （项目编号:XPYQ24008）
