Research On The Impact Of Watching Experience On Spectators’ Consumption Intention In The Chinese Super League

With the advent of the experience economy era,people’s consumption demand has changed.People are eager to get better consumption experience,and consumption experience has become an important factor affecting consumption intention.In the field of sports events,the spectators also pay more attention to watching experience.As the top professional football league in China,after more than ten years of operation and development,the Chinese Super League has become one of the most influential and competitive sports events in Asia and an important brand of Chinese sports events,which affects the overall development of China’s football industry.At present,the research on the Chinese Super League focuses more on the league system,media communication,talent training and other aspects,but there is a lack of literature on watching experience,satisfaction,consumer behavior and so on from the perspective of the spectators.As the Chinese Super League’s direct consumer,the spectators are the important guarantee for the profit of the Chinese Super League,so strengthening the development of the spectators’ market is of great significance to the sustainable development of the Chinese Super League.By using the methods of literature,questionnaire,interview and mathematical statistics,this paper makes an in-depth study on the influence mechanism of watching experience on spectators’ consumption intention in the Chinese Super League.After combing and summarizing the literature on watching experience,consumption intention and satisfaction,this paper constructs an influence model of watching experience on spectators’ consumption intention based on SOR theoretical model,taking watching experience as an independent variable,consumption intention as a dependent variable and satisfaction as an intermediary variable,and puts forward research hypotheses.This paper obtains the data through a sample survey of the 2019 season’s spectators in the Chinese Super League,uses SPSS 24.0 and AMOS 24.0 to analyze and process the data,and modifies the theoretical model according to the analysis results,and finally verifies the research hypotheses.The conclusions of the study are as follows:(1)Among the spectators of Chinese Super League with different demographic characteristics,there are no significant differences in watching experience,satisfaction,consumption intention among spectators with different education levels.However,there are significant differences in watching experience among spectators with different genders,and there are significant differences in watching experience,satisfaction,consumption intention among spectators with different ages and occupations,also there are significant differences in watching experience and consumption intention among spectators with different monthly income.(2)Chinese Super League’s watching experience has a significant positive impact on spectators’ consumption intention.Among them,the impact of related experience was the greatest,the impact of emotional experience was the second,the impact of action experience was the third,and the impact of sensory experience was the smallest.(3)Chinese Super League’s watching experience has a significant positive impact on spectators’ satisfaction.Among them,the impact of sensory experience was the greatest,the impact of related experience was the second,the impact of emotional experience was the third,and the impact of action experience was the smallest.(4)Satisfaction has a significant positive impact on spectators’ consumption intention.(5)Satisfaction plays an intermediary role in the impact of Chinese Super League’s watching experience on spectators’ consumption intention.Based on the research conclusions,this paper puts forward the following suggestions:(1)Pay full attention to watching experience of spectators,and on this basis,formulate the experiential marketing strategy to develop the market of the spectators,thereby enhancing consumption intention of the spectators and profitability of the Chinese Super League.(2)Pay attention to satisfaction of the spectators,improve the service quality in view of the deficiency,speed up the supply-side reform of the Chinese Super League,and stablish a good brand image of the Chinese Super League.(3)Cultivate the league’s refined operation,formulate personalized experience promotion strategies for people with different demographic characteristics,and implement differentiated marketing strategies,thereby enhancing the stickiness of the spectators and ensure sustainable development of the Chinese Super League.