Research On The Influence Of Fans’ Experience Of Watching Sports Events On Their Willingness To Repurchase Tickets

The Chinese Football Association Super League(hereinafter referred to as the"Chinese Super League")is one of the representatives of professional sports events in my country.Its degree of marketization and commercialization affects the overall development of my country’s football industry.At the same time as the competition between online and live events is becoming more fierce.Fans watching events are an important force to support the continued survival of the league and the team.In the age of experience economy,experiential consumption of fans has become a new trend to promote consumption.In order to enhance the fans’ on-site watching experience,attract fans to watch the event again,stimulate consumption vitality,and improve the operation and management level of the Chinese Super League.The research starts from the perspective of exploring the fans’ watching experience.Draw lessons from the stimulus-organism-response(S-O-R)theory of consumer behavior as the theoretical basis.Construct a theoretical model of the fans’ experience of watching sports events on the willingness to repurchase tickets.This study uses questionnaire survey,mathematical statistics and expert interview methods.It takes fans watching the Chinese Super League matches as the survey object,and uses a combination of online questionnaires and paper questionnaires to discuss on-site watching experience,satisfaction and willingness to repurchase tickets.The relationship between vote willingness.The study found:(1)Fans’ sensory experience,emotional experience,thinking experience,and action experience all have a significant positive impact on fan satisfaction;(2)Fans’ sensory experience,emotional experience,thinking experience,action experience,and related experience all have a significant positive impact on their willingness to repurchase tickets;(3)The satisfaction of fans has a significant positive impact on the willingness to repurchase tickets;(4)Fans’ satisfaction has a partial mediating effect between fans’ sensory experience,emotional experience,thinking experience,action experience and willingness to repurchase tickets.And all are part of the intermediary.It shows that the sensory experience,emotional experience,thinking experience,and action experience of fans can not only directly affect the willingness to repurchase tickets,but also indirectly affect the willingness to repurchase tickets through satisfaction.Based on the relevant conclusions,this research puts forward the following recommendations.(1)Establish a fan-oriented business model;(2)Promote the multi-sensory stimulation of the fans throughout the sports events;(3)Inspire emotional resonance among fans;(4)Guide the fans’ independent thinking;(5)Take positive actions to enhance the sense of participation of fans;(6)Build a deep-seated relationship between fans and society as much as possible.