摘要
为了解体育赛事中社交媒体对观众参与和体验的影响,通过问卷调查法进行数据分析,掌握数字化时代观众在体育赛事中互动模式的演变趋势.研究结果表明,受访者的社交媒体使用频率较高,且通过社交媒体获得体育赛事体验感与参与感的效果明显提升.相关性分析结果显示,社交媒体的使用频率与观众的整体体验间存在显著正相关性,观众的整体体验与参与维度之间存在正相关性.线性回归分析结果显示,社交媒体的使用频率显著提升了观众的获得感,使观众能够通过多视角了解体育赛事,进一步提升了其观赛获得感.未来,社交媒体平台需针对不同观众群体的特征和偏好制订个性化策略,构建更为丰富的社交网络,以拓展体育赛事的影响力.
Abstract
In order to know the influence of social media on spectator participation and experience of sports events,the study conducts data analysis with questionnaire survey to grasp the evolution trend of spectator interaction mode in sports events in the digital era.The research results show that the respondents use social media more frequently,and the effect of obtaining the sense of experience and participation in sports events through social media improves significantly.Correlation analysis results show that there is significant positive correlation between the frequency of social media use and the overall experience of the audience.There is positive correlation between the overall experience of the audience and participation.The results of linear regression analysis show that the frequency of social media use significantly improves the audience's sense of gain,enabling the audience to know the sports events through multiple perspectives,and further improving their sense of gain.In the future,social media needs to develop personalized social media strategies according to the characteristics and preferences of different audience groups,and build a richer social network to expand the influence of sports events.
NETL
NSTL
万方数据