Study On Model Construction Of Audience Viewing Experience Of Sports Reality Shows

Under the experience economy currents,there is an urgent need for the production and broadcast of reality shows to satisfy audience viewing experience and win viewing return,which has become a consensus in both industry and academia.However,though the Sports reality shows,as one of China's variety shows of 2016,are springing up,they also encounter the development bottleneck of generally low audience rating and lack of “phenomenal” programs.Therefore,it is extremely urgent to reinforce the study on the audience viewing experience of Sports reality shows.According to the study background,this paper puts forward the thesis of “Study on Model Construction of Audience Viewing Experience of Sports Reality Shows” and intends to build up a unidirectional relationship structure model and a multidirectional structure model of the audience viewing experience of Sports reality shows by means of the empirical investigation and study on audience,and come up with the referential suggestions on the program production and broadcast as well as the marketing communication of Sports reality shows based on these two above-mentioned models.For this purpose,the paper carries out the following research work in various chapters: the first chapter,the introduction,mainly expounds the background,purpose and significance,process and method,innovation point of the research.The second chapter,the literature research,mainly studies the concept definition and literature review.The third chapter,the empirical design,in which the research variable,research hypothesis,questionnaire,questionnaire pre-test and revision are mainly designed.The fourth chapter,the data analysis,in which the descriptive statistical analysis,reliability and validity analysis,structural equation analysis,path analysis and hypothesis testing of the investigation sample are primarily analyzed.The fifth chapter,the result discussion,mainly discusses the model construction of the audience viewing experience of Sports reality shows,suggestions on the marketing communication of Sports reality show based on the audience viewing experience,as well as the research shortage and prospect.Finally,this paper mainly comes to the following research findings: first,the paper constructs the unidirectional relationship structure model of the audienceviewing experience of reality shows,and the model mainly consists of 34 audience viewing experience elements and five experience dimensions--viewing sense,viewing feel,viewing think,viewing act and viewing relate.Second,the paper constructs the multidirectional relationship structure model of the audience viewing experience of reality show,which is mainly composed of audience viewing experience,audience experience value,and audience behavioral intention.Among the above-mentioned,viewing sense,viewing feel,viewing think and viewing relate have an obviously positive effect on audience experience value.Viewing sense,viewing feel and viewing think have an apparently positive effect on audience behavioral intention.Audience experience value has an obviously positive effect on audience behavioral intention.Third,the paper comes up with suggestions on the marketing communication of Sports reality show based on model construction,which are,respectively,strengthening the sensual marketing communication of reality shows,highlighting the emotional marketing communication of reality shows,paying attention to the reflective marketing communication of reality shows,optimizing the actional marketing communication of reality shows,promoting the related marketing communication of reality shows and attaching great importance to the experience value and behavioral intention of Sports reality shows.