To explore influencing factors and mechanisms of behavioral intentions among CBA league spectators,this study uses an explanatory sequential design and the On-Site Viewing Motivation Questionnaire,Perceived Value Scale,Satisfaction Scale and Behavioral Intention Scale to investigate 610 CBA league spectators and interview six of them.The results reveal significant pairwise correlations between on-site viewing motivations,perceived values,satisfaction and behavioral intentions.Spectators'on-site viewing motivations have a significant direct effect on behavioral intentions.Perceived values and satisfaction have significant independent and chain mediating effects between spectators'on-site viewing motivations and behavioral intentions.In conclusion,on-site viewing motivations not only directly influence the behavioral intentions of CBA league spectators positively,but also indirectly affect it through the independent or chain mediating effects of perceived values and satisfaction.Suggestions include conducting systematic,periodic and sustained promotional activities to stimulate on-site viewing motivations;enhancing spectators'subjective perceived values from the perspectives of economic,emotional and social values;and reforming and innovating the governance mechanisms and management models of the CBA league to elevate spectator satisfaction.
维普
万方数据