| On September 2,2019,the "Outline for the Construction of a Powerful Country in Sports" was issued,calling for the full establishment of a socialist modern powerful country in sports by 2050,and the further release of the right to approve sport events,which provides greater space for the development of mass sport events,and also higher requirements for mass sport events too.The development of mass events in Shanghai has been at the forefront of the our country,Small and medium-sized events in shanghai are often held throughout the year with some achievements.However,there are still problems with mass competitions,such as low branding and organizing events randomly.This is closely related to the insufficient continuous participation of the masses and the lack of stable participating groups.There is an urgent need to further increase people's willingness to continue participating in events.Therefore,this paper uses literature review method,questionnaire survey method,mathematical statistics method and so on to carry out corresponding research on service quality perception and participation behavior intention of Shanghai mass basketball events.This article based on the SERVQUA and SERVPERF service quality evaluation models,determines the use of the SPORT SEVER event service quality perception model,combined with the specificity of basketball,research the service quality of the mass basketball events from the six dimensions of tangibility,tangible,reliability(before and during the game),accessibility,safety,and empathy,and design related to the participants' intention of continuous participation Items,hypotheses,Hl:Shanghai mass basketball event's participants in a younger,more educated,middle-to-high income trend;H2:Shanghai's mass basketball competitions have a higher perception of service quality;H3:Participants' age,education,number of matches,and basketball hobby level have significant differences in the service quality of mass basketball events and intention of participating behaviors;H4:There is a significant positive correlation between the perceived service quality of events and basketball hobby levels and intentions of participating behaviors;H5:The quality of service of reliability and empathy dimensions has a relatively high degree of influence on participation behavior intentions,and the degree of accessibility and security has a low degree of influence.Through the questionnaire survey method,select representative mass basketball events in Shanghai to research.SPSS software was used to analyze the survey data.Some assumptions were verified and the following conclusions were inferred:1)The mass basketball players in Shanghai are showing younger,higher education,middle and high income trends,and the consumption level and stickiness of the project need to be improved;2)The participants' perceptual evaluation of the service quality of Shanghai mass basketball competition is average,and the quality of event needs to be improved;3)The increase in number of participations and basketball hobby level of the participants will improve the perception of the service quality of Shanghai's mass basketball events;4)Participants of mass basketball events in Shanghai pay attention to the first impression and emotional experience of the event,and their perception of service quality of the event has a positive impact on participants' behavior intention.And put forward the following suggestions based on the above conclusions:1)Event operation aspect:Strengthen event promotion,focus on humanized services,and improve the emotional experience of participants;2)Event product aspect:Provide rich and diverse event content to increase people's basketball interest and projects Stickiness;3)Event organizer aspect:vigorously cultivate the main body of the game,enhance its ability and service level;4)Event regulatory department aspect:strengthen the supervision and incentive mechanism for event organizer,and increase the enthusiasm of the organization department to hold event. |
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