摘要
目前,体育赛事营销成为体育产业中的热点问题。通过选取北京、上海、广州、沈阳、大连的观众作为实证研究对象,在回顾相关文献的基础上,运用因子分析、结构方程方法进行实证研究。得出研究结论:①体育赛事表现和服务质量对观众满意度有直接的正向影响;②体育赛事表现和服务质量通过赛事影响范围对观众满意度产生间接的正向影响。
Currently,sport marketing is a hot issue in the sports industry.In this paper,we selected the audiences from Beijing,Shanghai,Guangzhou,Shenyang and Dalian as the empirical study subjects.In the literature review,the research was based on the use of factor analysis,structural equation approach.The findings indicate：sports performance and service quality of audience satisfaction has a direct positive impact;sports performance and service quality through the event viewer satisfaction of the affected areas have indirect positive effects.
出处
《沈阳体育学院学报》
北大核心
2011年第5期41-44,共4页
Journal of Shenyang Sport University
基金
中央高校基本科研业务费专项资金资助(项目编号为DLT10RW305)
关键词
体育赛事
观众满意度
体育赛事表现
服务质量
赛事影响范围
sports events
audiences＇ satisfaction degree
display in sports events
service quality
event influenced range
