中国足球职业联赛球迷观赏行为模式构建及恒等验证

为验证中国足球职业联赛现场运动观赏者的行为模式,以计划行为理论为基础针对2017年及2018年2个赛季分别各选一场比赛,采用问卷调查法对比赛现场观赏者展开调查,运用探索性与验证性因素相结合的方法建立2个结构方程模型,并对不同年度所测试的样本数据作多群组分析,验证这2群样本研究所构建的模式效度延展性.结果显示:①观赏行为模式中3个前置变项,即个人态度、主观规范及知觉行为控制对行为意图均有显着的正向效应;②知觉行为控制及主观规范对观赏者行为意图的正向效应不存在差异,但两者的影响力明显高于个人态度对行为意图的影响作用;③不同赛季足球联赛运动观赏者行为模式恒等性成立,即2群样本的研究模式具有效度延展性.计划行为理论对解释足球比赛现场观赏决策具有良好的直接解释力与预测力,但该理论模式在针对不同行为主体的球迷、前置变项对行为意图的间接影响(中介效应)作用、行为意图与行为间关系等方面还需要作进一步探讨.

Model Construction and Identity Verification of Chinese Football League Fans Viewing Behavior

Based on planned behavior theory, the model of sports viewing behavior in the field of Chinese Football League has been verified. One game in season of 2014/15 and 2017/18 has been selected respectively, the questionnaire survey was used in the Chinese Football League field, two structural equation model were constructed using combination of exploratory and confirmatory factors, and the multi-group analysis has been done on testing sample of various years, the validity of ductility of two groups of sample have been tested. Results show that, 1) The three front variables have a direct influence on the dependent variable, namely, personal attitude, subjective norms, and perceptual behavior control have significant positive effect on behavior intend, 2) the positive effect of perceptual behavior control and subjective norms on viewing behavior have no difference, but both have an obviously higher effect than personal attitude, 3) the viewing behavior model was completely equal in different years, namely,the study model of two group samples have the validity of ductility. It is concluded that behavior theory has an better direct explanation and predication on the explanation of viewing strategy, however, the effect of this theory model on the fans of different behavior bodies, indirect effect of front variable, and the relation of behavior intention and behavior should be further explored in the future.