文献类型：期刊文献

中文题名：全民健身网球赛事参与动机对行为意向影响的理论模型与实践样态

英文题名：Theoretical Model and Practice of the Impact of Participation Motivation on Behavior Intention in National Fitness Tennis Events

作者：赵泓羽[1];李荣日[1]

机构：[1]华东理工大学体育经济理论研究所,上海200237

年份：2021

卷号：40

期号：6

起止页码：56

中文期刊名：沈阳体育学院学报

外文期刊名：Journal of Shenyang Sport University

收录：国家哲学社会科学学术期刊数据库;北大核心:【北大核心2020】；CSSCI:【CSSCI2021_2022】；

基金：2018年国家社会科学基金项目“体育产业演化研究”(18BTY061)。

语种：中文

中文关键词：全民健身网球赛事;参与动机;行为意向;沉浸体验;感知价值

外文关键词：national fitness tennis event;participation motivation;behavior intention;flow experience;perceived value

摘要：明晰全民健身网球赛事参与动机并提升参赛者行为意向是推动全民健身网球赛事普及与发展的关键。采用文献资料、因子分析、结构方程等方法,围绕全民健身网球赛事参与动机对行为意向的影响作用这一主线,引入沉浸体验与感知价值两个重要的中介变量,构建并检验了赛事参与动机对个体行为意向的理论模型与实践样态。结果显示:参与动机、沉浸体验、感知价值均显著正向影响全民健身网球行为意向;沉浸体验与感知价值在全民健身网球赛事参与动机影响行为意向过程中呈现多重中介效应。建议:坚持以满足多元参与动机为宗旨,举办具有全民健身性质的网球赛事;多措并举,大力提升全民健身网球赛事质量与服务水平;多元营销,强化和激发全民健身网球赛事参与的行为意愿。
Clarifying the participation motivation of national fitness tennis events and improving the participants’ behavior intention is the key to promote the popularization and development of national fitness tennis events.Using the methods of literature, factor analysis and structural equation, focusing on the main line of the impact of national fitness tennis event participation motivation on individual behavior intention, this paper introduces two important intermediary variables: flow experience and perceived value, constructs and tests the theoretical model and practical state of event participation motivation on individual behavior intention.The results show that participation motivation, flow experience and perceived value have a significant positive impact on behavior intention of national fitness tennis events;Flow experience and perceived value present multiple mediating effects in the process of participation motivation affecting behavior intention in national fitness tennis events.Finally some suggestions are put forward including adhering to the purpose of meeting multiple participation motivation and holding tennis events with the nature of national fitness, taking various measures to vigorously improve the quality and service level of national fitness tennis events, taking diversified marketing strategies to strengthen and stimulate the behavior intention to participate in national fitness tennis events.