Research On The Influencing Factors Of Fans' Satisfaction With Watching Matches On The Spot

In today's "fan economy" trend,the scale is expanding,the situation has gradually from the "flow is king" entertainment to the sports field,sports "fan economy" has also become a domestic and foreign emerging economies,sports "fans" is the primary target of marketing.As "fans" of ball games,whether fans are willing to go to the scene to watch the game is one of the important indicators for the sustainable and healthy development of China's ball sports market.In this study,fans were taken as the objects of investigation,and 526 valid samples were analyzed by literature,questionnaire and mathematical statistics.Through regression analysis,the influence of perceived physical environment quality,perceived service quality,perceived competition quality and perceived value on fans' satisfaction with on-site matches was discussed.The main conclusions are as follows:(1)high income earners have a high level of satisfaction in physical environment quality,perceived value and on-site observation;The lower the education level,the higher the perceived value.(2)There are significant differences in perceived competition quality,perceived value and on-site satisfaction of different ball fans.Badminton,table tennis and tennis fans have higher perceived competition quality,perceived value and on-site satisfaction than foot basket volleyball.(3)The perceived service quality and perceived competition quality of fans' on-site attendance can positively predict the satisfaction of fans' on-site attendance.The higher the perceived service quality and perceived competition quality of fans' on-site attendance,the higher the satisfaction of fans' on-site attendance.And the influence of fans' perception of competition quality on the satisfaction of on-site attendance is greater than that of fans' perception of service quality.(4)The perceived physical facility quality of fans' on-site attendance has no significant effect on the satisfaction of on-site attendance.(5)Perceived value plays an intermediary role between perceived service quality,perceived competition quality and satisfaction.The following Suggestions are put forward :(1)optimize the service content to improve the service experience of fans attending matches;(2)improve the quality of matches;(3)lower the cost of fans attending matches and improve the perceived value of fans.