【摘要】 数字经济发展深刻影响着居民消费行为方式，如何充分发挥数字经济优势提升居民现场观赛参与度，已成为体育消费领域亟待探讨的重要议题。基于2015—2021年中国综合社会调查(CGSS)混合截面数据及省级数字经济发展指标，运用多层次计量模型，探讨数字经济对居民现场观赛行为的影响及作用机制。研究发现，数字经济发展对居民现场观赛具有积极促进作用，且在多种稳健性和内生性检验下依然成立。这种影响呈现出明显的区域异质性和社会分层差异，具体表现为中部地区显现促进效应，东部地区边际效应递减，西部地区效应滞后，东北地区表现出抑制效应；此外，数字经济发展对中间社会阶层的促进作用最为明显。机制检验表明，数字经济通过影响城镇化和公共体育服务水平的2条中介路径间接促进居民现场观赛。据此，建议完善智慧观赛服务体系，推进区域数字化均衡发展，优化城乡配套设施，实施差异化服务策略，以促进体育竞赛表演业高质量发展。更多还原

【Abstract】 The development of the digital economy profoundly influences residents’ consumption behavior patterns. How to fully leverage digital economy advantages to enhance residents’ participation in attending live sports events has become an important issue that urgently needs to be explored in the field of sports consumption. Based on the mixed cross-sectional data from the 2015-2021 Chinese General Social Survey(CGSS) and provincial-level digital economy development indicators, this study employs a multilevel econometric model to examine the impact of digital economy on residents’ live sports attendance behavior. The findings reveal that digital economy development significantly promotes residents’ behavior of attending live sports events and its underlying mechanisms. The research finds that the development of the digital economy significantly promotes residents’ attendance at live sports events, and this effect remains robust under various robustness and endogeneity tests. This impact exhibits notable regional heterogeneity and social stratification differences, specifically manifesting as a promotional effect in central regions, diminishing marginal effects in eastern regions, lagging effects in western regions, and inhibitory effects in northeastern regions; meanwhile, the promotional effect is most pronounced among the middle class. Mechanism tests indicate that the digital economy indirectly promotes residents’ attendance at live sports events through two intermediary pathways: urbanization and public sports service levels. Accordingly, this paper proposes the following recommendations: improving the smart spectating service system, advancing balanced digital development across regions, optimizing urban and rural supporting facilities, implementing differentiated service strategies, and fostering high-quality development in the sports competition and performance industry.更多还原