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新时代媒介体育消费研究报告 ——以2019年女足世界杯中国消费者为例
郭晴
(成都体育学院,成都610041)
摘要:
以2019年女足世界杯为例,探讨女足世界杯媒介消费者的消费行为以及可能影响媒介消费的因素。调查发现,数字媒介是主要的消费渠道;媒介消费时长从大到小依次为数字媒介、电视、社交媒体;女足世界杯媒介消费场景多元;消费动机主要基于赛事本身,与年龄和性别无关。具体分析了3类媒介消费的影响因素,得出相应的标准化回归方程。认为,中国媒介体育消费者呈现出典型的新媒体使用倾向,高水平的赛事是决定媒介体育消费的主要动机,社会结构性因素对媒介体育消费行为的影响大于个体因素,大型体育赛事中的极端爱国主义倾向可能增加舆情风险。提出,要注重数字媒介和社交媒体内容的供给,寻求更广泛的用户触达;针对球迷不同的身份属性制定社交媒体推广策略,增强球迷黏性,扩大赛事的传播力;加大创新力度,提升数字媒介的消费体验,增强用户的参与度;重视社会结构性因素,作出适应性调整,完成自身社会整合、情绪宣泄等功能的兑现。
关键词:  女足世界杯  媒介体育  体育赛事  消费行为  消费动机  影响因素
DOI:
基金项目:国家社会科学基金重大项目(16ZDA225)
Research Report on Media Sports Consumption in the New Era——Taking Chinese Consumers of 2019 France FIFA Women’s World Cup as an Example
GUO Qing
(Chengdu Sport University, Chengdu 610041, China)
Abstract:
This paper discusses the consumption behavior of media consumers in Women’s World Cup and the factors that may affect media consumption taking 2019 France FIFA Women’s World Cup as an example.It is found out by survey that digital media is the main consumption channel and the length of media consumption from large to small is digital media, television and social media.In addition, the media consumption scene of 2019 France FIFA Women’s World Cup is diversified,the consumption motivation is mainly based on the event itself and has nothing to do with age and gender.This paper analyzes the influencing factors of three types of media consumption and obtains the corresponding standardized solutions.It is considered that Chinese media sports consumers show a typical tendency to use new media, highlevel sports events are the main motivation to determine media sports consumption, social structural factors have greater influence on media sports consumption than individual factors, and the extreme patriotic tendency in largescale sports events may increase the risk of public opinion.It is proposed that we should pay attention to the supply of digital media and social media content to seek more extensive user access and develop social media promotion strategies according to the different identity attributes of fans to enhance the stickiness of fans and expand the communication power of the game. Besides, we ought to increase innovation, improve the consumption experience of digital media, enhance the participation of users, pay attention to social structural factors and make adaptive adjustment to achieve the goal of completing their own social integration, emotional catharsis and other functions.
Key words:  FIFA Women’s World Cup  media sports  sports events  consumer behavior  consumer motivation  influencing factors

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