Research On The Audience's Perception Of Service Fairness In Sports Events

Fairness is the basic needs of mankind,the research of fairness show that the perception of fairness will affect the audience's psychological directly and affect the audience's consumer behavior indirectly.In daily,with the behavior and attitudes of consumers tend to be rational,they have been increasingly pursuing exquisite service.Sports events are service-oriented products with the characteristics of intangible,perishable,production and consumption in the same time,and sports events are complex because of its wide range,covering many elements,The Organizing Committee contact with the audience by press conferences,advertising and marketing channels,staff,media information,on-site materials,rules and regulations and other elements,which makes sports events easily exposed to the audience and increase the risk of buying a race product.In addition,the customers will perceive the degree of the fairness when they compare the cost and gain.In this paper the author set the ATP1000 Shanghai Tennis Masters as an example and use the method of literature review,validity test,exploratory factor analysis,variance analysis,correlation analysis and regression analysis to get five conclusions:(1)The service fairness include four dimensions(procedural,distributive,interactional,and infomational)and 17 indicators,which are further testified by data collecting on the ATP 1000 Shanghai Tennis Master.On the basis of the revised scale,the questionnaire about perception of the audience in the Major Sports Competition Event was established.(2)There are significant differences in the perception of the audience service fairness in Major Sports Competition Events with different demographic backgrounds On the 2016 ATP1000 Shanghai Tennis Master.(3)In the text,the author chooses the four dimensions(procedural,distributive,interactional,and infomational)of the fairness of the audience as individual sports variable and choose the satisfaction as the dependent variables.The data analysis collecting on 2016ATP1000 Shanghai Tennis Master show that the perception on service fairness have a significant positive impact on satisfaction.(4)In this paper,we use the stepwise regression analysis to get the results that the perception of the distribution fairness has the greatest impact on the audience satisfaction,and the perception of the information fairness is the second,and the perception of the interaction is the third,and the perception of the procedure have minimal impact on audience satisfaction.