【摘要】 了解球迷观赛动机与其购买行为之间的关系是职业足球俱乐部制定营销策略的重要依据。基于前人关于球迷购买动机、购买行为的研究基础,通过进一步的深入访谈、问卷调查,运用相关分析与回归分析,分析球迷观赛动机与其购买行为间的具体关系。分析结果显示球迷购买球票观看比赛的频率主要受到球迷兴趣爱好、追星动机、现场体验足球比赛气氛动机、获得地域归属感动机、情绪宣泄动机、支持中国足球事业动机的影响,除了发泄情绪为负向影响外,其余动机均为正向影响;其中球迷兴趣爱好、追星动机、获得地域归属感动机对球迷每次购票的平均金额具有显著影响。更多还原

【Abstract】 Understanding the relationships betw een spectators’ motivation and buying behavior is very important to develop marketing strategies for professional football club. By the methods of correlation analysis and regression analysis,based on the theory of purchase motivation,this article examines the relationships betw een spectators’ motivation and buying behavior of Chinese Super League( CSL). The results show that the frequency of spectators is affected by motivation of w orshipping for soccer stars,motivation of experiencing on-site football atmosphere,gaining a sense of belonging,catharsis motivation and motivation of supporting of Chinese football,and they have positive influence except the catharsis motivation. The motivation of w orshipping for soccer stars,interest,gaining a sense of belonging motivation has a significant influence on the average amount of the ticket of spectators.更多还原