球队微博关注动机、微博互动行为与球迷忠诚的关系——人口统计学变量的调节作用

Research on Relationship among Motivation to Follow Team′s Weibo, Weibo Interaction Behavior and Fan Loyalty: The Moderating Effect of Demographic Variables

DOI：10.12064/ssr.2022012501

中文关键词:球队微博关注动机互动行为人口统计学变量调节作用球迷忠诚

英文关键词:team′s Weibo motivation to follow interaction behavior demographic variables moderating effect fan loyalty

基金项目:上海市教育科学研究项目(C2023138)

作者	单位
李汉熙	上海体育学院经济管理学院,上海 200438
骆雷	上海体育学院经济管理学院,上海 200438
张孟艳	上海体育学院经济管理学院,上海 200438

摘要点击次数: 1986

全文下载次数: 1480

中文摘要:

目的：探究人口统计学变量(性别、年龄和学历等)在球队微博关注动机与微博互动行为关系中的调节作用。方法：以使用与满足理论为理论框架，采用SmartPLS统计软件对247名关注球队微博账号的球迷样本进行结构方程模型路径分析和多群组比较分析(MGA)。结果：构建了信息、技术知识与娱乐、球队支持、消磨时间4个球队微博关注动机；技术知识与娱乐动机、球队支持动机正向显著影响互动行为；互动行为正向显著影响球迷忠诚；18~22周岁与23~30周岁球迷在技术知识与娱乐动机对互动行为的影响强度上存在显著差异；18~22周岁与31~40周岁球迷在球队支持动机对互动行为的影响强度上存在显著差异；高中及以下与研究生及以上球迷在技术知识与娱乐动机对互动行为的影响强度上存在显著差异。建议：微博内容推送与设计可以更加偏向技术、娱乐和球队支持元素，例如增加球员的技术教学文字与视频、设计更具娱乐价值的微博内容、提供线上球迷见面会；鉴于不同年龄和学历人群在球队微博关注动机与微博互动行为关系中的调节作用，实施针对不同群体的差异化营销策略。

英文摘要:

Objective: To explore the differences in the relationship between motivation of fans with different demographic variables (gender, age and educational background) and weibo interaction behavior. Methods: Uses and Gratifications Theory and statistical software SmartPLS were used to conduct path analysis and multi-group analysis (MGA) on the data of 247 fans following the team′s Weibo account. Results: The study revealed four motivations to follow the team′s Weibo account, namely, team support, information, technology and entertainment, pastime. The study found that the motivations of technology and entertainment together with team support positively affect interaction behavior; and interaction behavior has a positive effect on fan loyalty. Meanwhile, there are significant differences in the intensity of influence between motivations of technology and entertainment and interaction behavior among 18-22 and 23-30 years old fans; there are significant differences in the intensity of influence between motivations of team support and interaction behavior among 18-22 and 31-40 years old fans; and there are significant differences in the intensity of influence between motivations of technology and entertainment and interaction behavior among students of high school and below and postgraduate and above. It is suggested that the content push and design of the team′s Weibo can be more oriented towards technology and entertainment, and team support, such as adding technical teaching text and video of the players, designing more entertaining content, providing online fan meetings, etc. In view of the moderating effect of different age groups and educational background groups on the relationship between motivations to follow the team′s Weibo and Weibo interaction behavior, differentiated marketing strategies for different groups should be implemented.

查看全文查看/发表评论下载PDF阅读器

关闭