Study On The Influence Of Service Quality On Participants’ Behavioral Intention To Participate In Shanghai Amateur Games

In recent years,with the guidance of policies and the improvement of economic level,people are more and more aware of the importance of participation in sports,the number of sports population in China is growing,mass sports consumption is becoming a habit,and the demand of the general public to participate in mass sports events and activities is getting stronger and stronger.As an innovative point in the development of mass sports events in Shanghai,Shanghai Amateur Games has been recognized and supported by the general public since it was first held in 2017.The league mainly targets the participation of Shanghai citizens and starts in March-April and lasts until the end of October-November each year,with a wide range of events and the scale of the tournament expanding year by year.However,with the expansion of the tournament scale and the diversification of residents’ sports needs,some problems have emerged in the process of holding the Shanghai Amateur Games,such as the mismatch between the tournament services provided by the tournament organization and the diversified sports needs of the citizens,and the low quality of services;the rigid employment mechanism of the tournament organization and the low professionalism of the staff;the delay in the release of tournament information and the narrow publicity and promotion channels.These problems have seriously hindered the future development of Shanghai Amateur Games.In order to solve these problems presented by Shanghai Amateur Games,further satisfy the diversified sports needs of citizens,improve the satisfaction and participation of citizens in Shanghai Amateur Games,and promote the sustainable development of Shanghai Amateur Games,this paper proposes a tournament service quality measurement scale based on service quality theory with four dimensions of item quality(convenience and motivation),interaction quality,result quality and physical environment quality.This paper mainly uses two common analysis software,SPSS17.0and AMOS22.0,to construct a model of the relationship between service quality,participant satisfaction and intention to participate in the Shanghai Amateur Games using structural equation modeling,and clarify the mechanism of the interaction between the three.In the formal research,this paper mainly used exploratory factor analysis and validation factor analysis to test the validity of the questionnaire and to test the scale construct validity of the overall measurement model.The study came to the following conclusions:(1)The scores of the 23 latent variables of the service quality of the Shanghai Amateur Games match are all lower than 4 points,indicating that the Shanghai Amateur Games participants have a general perception of the service quality of the event,and the level of competition needs to be improved.(2)The service quality of Shanghai Amateur Games has a positive and direct impact on participants’ behavioral intentions,and the various dimensions of event service quality include event item quality—convenience,item quality—incentive,interaction quality,result quality and entity There is a positive correlation between the environmental quality and the behavior intention of the contestants.(3)There is a significant positive correlation between the service quality of the Shanghai Amateur Games and the satisfaction of the participants,and all dimensions of the service quality of the competition have an impact on the satisfaction of the participants.(4)Participant satisfaction is the mediating variable of the service quality of the competition affecting the behavior intention of the competition.The service quality of Shanghai Amateur Games affects participants’ satisfaction,and satisfaction further affects participants’ behavioral intentions.According to the conclusions of the study,the following suggestions are put forward:(1)At the citizen level,strengthen the supply of information and registration channels for citizens to obtain information on urban amateur league events.(2)At the level of the main body of the competition,strengthen the guidance of the competition standards and norms,and improve the scientific and standardized level of the competition.(3)At the level of the competition management department,strengthen the construction of competition supervision and service capabilities,and comprehensively optimize the competition environment of urban amateur leagues.