Research On The Audience's Motivation And Service Quality Of The Table Tennis Super League

In the 1990 s,the development of China's economic entered a new stage,the commodity market changed from the "seller's Market" to "buyer's market".In this case,the consumer's position in the supply and marketing relationship has also changed,from "Object" to "subject".With the increasing status of consumers in the market relationship,consumer research has become an important research in the field of marketing.The foundation of The Chinese Table Tennis Super League(CTTSL)is the conjunction of rapid development of China's economy and the need for the sustainable development of table tennis.The essence of professional sports is a competitive sports activity which pursues the market value of competitive competition.As one of the earliest professional sports leagues in China,CTTSL from the initial into the market to gradually develop,has done some useful attempts in its positioning;however,in the current situation,the main financial revenue of professional sports league,such as media,venues,tickets and franchising,is almost negligible;is also called "fake market" by some media and scholar.At present,the research on the Spectator of professional sports events is mainly about the audiences in Europe and the United States,although it has some referential significance to this paper,but lacks the situational factors to consider the spectator of the event.Based on this,this study first used the method of ground theory to explore the market of CTTSL,preliminarily determines its market situation and main problems.On this basis,the use of motivational,double processing and service quality theory,through the correlation analysis,confirmatory factor analysis and structural equation model revealed the correlation between the audience 's motivation,service quality and games watching behavior of CTTSL,and put forward the marketing strategy of CTTSL which is guided by the audience 's demand and service perception.The main contents of this paper are as follows:(1)Understand the market situation of CTTSL,to determine the main problems affecting the market of CTTSL,and to lay a foundation for subsequent research;(2)to understand the characteristics of the spectators in the CTTSL,to investigate their relationship between intrinsic and extrinsic motivation and the behavior of games watching,and(3)to assess the correlation between the quality of the stadium service and the behavior of games watching Then it discusses how to satisfy the spectator‘s demand through the extension part of the product attribute--the field service,and finally achieves the goal of stimulating the motivation and consumption level.The main conclusions of this paper are as follows:(1)The market development of CTTSL is largely dependent on the special status and administrative resources of table tennis in China.Although some preliminary market activities have been started,the marketing activity,which is based on consumer demand,has not been formed,and the situation has greatly affected the market development of CTTSL.(2)The "online audience" watched CTTSL's game on the Internet and TV programs by the features of self-respect,drama and stimulation provided by the event in an implicit and unconscious context.The "online audience" often watch CTTSL's game by being alone or with one or two of peers,with personal computers,televisions,mobile phones or other mobile devices,therefore,"Social interaction" is not a reason to motivate them to watch CTTSL's game.Most of the "live audiences" get free tickets from the event sponsors,volunteer organizations,team managers and other channels,not to buy tickets for their own,so they are not driven by social motivation or market demand factors to watch the CTTSL's game.(3)This article constructed the Scale of event Operation Quality(SEOQ),which include 4 factors: ticketing service,entertainment program,stadium service and stadium accessibility.The pilot study presented a general survey of the relationship between the service factors in the SEOQ and the behavior of the CTTSL's audience: the "stadium service" has a positive correlation with the "number of attendance",which affirms the universal concept and theory of "high quality venue service brings high occupancy".It is also reasonable to have a negative correlation between the "stadium accessibility" and the "number of attendance ".The location of sdadium for CTTSL mostly in the traffic is not very convenient,the audience is unwilling to go to the event because of the inconvenience.The 4 service factors in the SEOQ are the common factors affecting the quality of the event service,and the results of this paper further reinforce the importance of these 4 factors in the planning,preparation and operation of the CTTSL.