The Analysis Of Student Spectator Sports Fans And Their Motivations

In the modern society, economy developed highly, the development of the sports industry is inevitable requirement of development of sports itself, it is also the requirement of modern social and economic’s development. Sports industry offers a variety of sports products for society, including tangible sport products and intangible sports service. Among them, the core of intangible sports service is the spectator sports, as for spiritual and cultural products. With the help of rapid development of media, through all kinds of technical methods, watching live sports by media is roughly equivalent to attending matches in the arena, thus the cultural products can reach to more sports fans. Although the number of sports fans are numerous, the motives of watching are different. The current domestic study about spectator sports and spectator fans is poor, there is no clearly defined conception of spectator sports, and a lack of empirical studies to determine the sports motives.In this study, taking sports spectators as the research object, helped by approaches of literature review, expertinterview, questionnaire survey and statistics. The purpose of this research is through summarizing the review of books and document literature, defining the spectator sports and understanding the spectator sports fans;building their watching motivation measurement model;analysising the relationship between watching motivations themselves among students spectator sports fans.The results show that:Spectator sports refer to the collection of sports products and services satisfied spiritual and recreational needs. The audience can watch the games or events not only at the venue, but also through the live media, named sports media products. The core content are the favorited sport game or events by audieces. The current study constracted a new scale can measure Chinese students sports spectators watching motivations effectively and reliability;Identified five motivations thought to influence the Chinese sports spectators, such as personal gains、drama、aesthetic escape and community pride. Then,this study by correlation analysis methods to analysis 5 motivations, through statistical confirming that there is no correclation between personal gains and aesthetic、between aesthetic and drama, the remaining of motivations have positive correclation between each others. Meanwhile, male’s watching motivation to be more susceptible to the factors of personal gains、drama、escape, while female are more susceptible to the factors of aesthetic, there is no difference in community pride between male and female.Sports spectating as a consumer behavior is affected by motivation inevitably, understanding of the sports watching motives clearly, which is beneficial to classify sports fans. There is big significance for understanding the features of Chinese fans. According to the different motives of sports spectators, we can understand their different needs, thus design the targeted production which are more likely to lead fans to consumption. As for our country, it is benificial to promote and improve the appreciation of sport, to develop professional sports.