| General Secretary Xi Jinping emphasized the need to continuously enhance people’s sense of access,happiness and security,and the Resolution of the Central Committee of the Communist Party of China on the Major Achievements and Historical Experiences of the Party’s Centennial Struggle adopted at the Sixth Plenary Session of the 19 th CPC Central Committee also proposed "to make people’s sense of access,happiness and security more abundant,secure and sustainable",reflecting the The Party and the State strive to meet the people’s aspirations for a better life and constantly enhance the people’s sense of well-being.The Outline for the Construction of a Strong Sports Country points out that it is necessary to expand the new space for sports viewing and other consumption,and promote the development of sports competition and performance industry.With the rapid development of sports media and information service industry,the market mechanism of live sports events has been introduced,the market scale of online game watching has been expanding,and the online game watching platform has become an important channel for domestic professional sports competition and performance industry to expand the consumption market downward step by step.CBA league is the highest level professional basketball league in China.The study of CBA viewers’ diversified online game viewing motives can help tap into the CBA consumption market.Therefore,this study relies on self-determination theory and involvement theory from the perspective of CBA online viewing,and uses literature,questionnaire and mathematical statistics to construct a double-mediated mechanism model of online viewing motivation on subjective well-being,to explore the relationship between online viewing motivation and subjective well-being,and to examine the mediating role of leisure satisfaction and involvement in the tournament.It was found that(1)the emotional catharsis,leisure and entertainment,learning and analysis,and star-chasing motivation dimensions of online game viewing motivation all had significant positive effects on subjective well-being;(2)the hobby,emotional catharsis,leisure and entertainment,and online advantage dimensions of online game viewing motivation all had significant positive effects on leisure satisfaction,and the hobby,emotional catharsis,star-chasing motivation,and online advantage dimensions of online game viewing motivation all had significant positive effects on(3)both event involvement and leisure satisfaction have significant positive effects on subjective well-being;(4)leisure satisfaction has a mediating effect between the hobbies,emotional catharsis,leisure and entertainment,online dominance dimensions of online viewing motivation and subjective well-being,and event involvement has a mediating effect between the hobbies,emotional catharsis,star-catching motivation,online dominance dimensions of online viewing motivation and subjective well-being,and event involvement has a mediating effect between the hobbies,emotional catharsis,star-catching motivation,online dominance dimensions of online viewing motivation and subjective well-being.and subjective well-being.Based on the above findings,the following suggestions are made:(1)expand the influence of CBA league and enhance the spectator’s interest in the league;(2)insist on entertainment-oriented event planning and focus on leisure attributes and emotional catharsis function;(3)give play to the influence of star players and innovate the interaction form between stars and fans;(4)combine game data and technical explanation to satisfy spectator’s motivation of learning and analysis. |
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