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在CBA联赛中影响球迷观众体验和配置效应的因素
Duan Yu1, Hongwei Fan2, Ning Zhang1
1Institute of Sport Training, Chengdu Sport University, Chengdu, China.
PloS one
|January 3, 2025
概括
中国篮球协会 (CBA联赛) 球迷满意度较低的原因是观众体验问题. 本研究确定了改善粉丝参与度和忠诚度的关键因素和途径.
科学领域:
- 体育管理体育管理
- 消费者行为 消费者行为
- 休研究 休研究
背景情况:
- 球迷满意度低和比赛观众数量下降对中国篮球协会 (CBA联赛) 的持续发展构成重大挑战.
- 了解影响观众体验的复杂因素对于提高粉丝参与度至关重要.
研究的目的:
- 为了澄清CBA联赛中球迷观众体验背后的复杂因果关系.
- 探索各种影响观众体验的因素之间的联系机制.
- 确定最佳配置,以增强粉丝观众体验和培养忠诚度.
主要方法:
- 使用结构方程建模 (SEM) 来分析因果关系.
- 模糊设定质量比较分析 (fsQCA) 用于识别高粉丝满意度的不同途径.
- 六个关键因素 (感觉,感觉,思考,行动,关联,观众服务) 被评估了它们的影响.
主要成果:
- 感觉,感觉,思考,行动,关联和观众服务都对CBA联赛的现场观众满意度产生了积极的影响.
- 没有任何一个因素是高粉丝观众体验的必要条件,突出了多方面的方法.
- 确定了六个高满意度的分组路径,分为两个主要配置:以感觉/行为辅助驱动的观众服务为主,或以观众服务/思想辅助驱动的观众服务.
结论:
- 该研究证实了在CBA联赛中实现高粉丝观众体验的多因素性质和多种途径.
- 结果提供了改善粉丝体验的理论指导和培养忠实粉丝基础的实际策略.
- 提高观众服务,感觉,行动和思维维度是提高球迷满意度和联盟影响力的关键.
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