摘要
在注意力经济背景下,本文将反映人们注意力水平的比赛搜索指数作为受众需求的代理变量,采用CBA联赛每场比赛的数据,建立多元回归模型对联赛中的明星效应和竞争效应进行实证分析。研究发现:(1)明星效应可以促进球迷对CBA联赛的关注,提高球迷对联赛的消费需求。(2)对于竞争效应方面,竞争平衡比率和冠军效应会增加受众对CBA联赛的关注度,即球迷喜欢观看竞争激烈的比赛和历届冠军参与的比赛。总体来说,球迷观看比赛的动机受到“看球”和“看人”的双重影响。(3)普通外援的引入并不会增加受众对CBA的关注度和消费需求。(4)基于前文实证结论,对我国CBA联赛的发展路径提出探讨。
In the context of attention economy,this paper takes the game search index,which reflects people’s attention level,as the proxy variable of audience demand.Using the data of each game of CBA League,this paper establishes a multiple regression model to analyze the star effect and competition effect in the league matches.The results show that:(1) the star effect can promote the attention of fans to CBA League and improve the consumption demand of fans.(2) In terms of competition effect,the balance ratio of competition and championship effect will increase the audience’s attention to CBA League,that is,fans like to watch the fierce competition and the competitions participated by previous champions.Generally speaking,the motivation of fans to watch the game is affected by both “watching the ball” and “watching people”.(3) The introduction of ordinary foreign aid will not increase the audience’s attention to CBA and consumer demand.(4)Finally,based on the above empirical conclusion,this paper discusses the development path of China’s CBA League.
作者
张萍
胡庆
ZHANG Ping;HU Qing(School of Sport Ecomomics Management,Cential University of Fimance and Ecomomics,Beijing,102206,China)
出处
《四川体育科学》
2022年第3期17-21,共5页
Sichuan Sports Science
关键词
明星效应
竞争效应
受众需求
网络关注度
Star effect
Competitive effect
Audience needs
Network attention
