国际中文开源期刊平台

后疫情时代运动直播平台对客户消费体验研究

Research on Customer Consumption Experience of Sports Live Broadcasting Platform in Post-Epidemic Era

休闲运动与健康 / 2023,3(1)：74-78 / 2023-10-18 237 191

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• 作者： 史璠     
• 单位：

  湖北大学体育学院，武汉

• 关键词： 后疫情时代；运动直播平台；消费体验
• Post-epidemic era; Sports live broadcast platform; Consumption experience
• 摘要： 本文运用文献资料法、问卷法、访谈法等研究方法，对后疫情时代运动直播平台客户运动产品消费体验的现状进行研究。研究发现运动直播平台的发展存在很多弊端，如同质化现象严重、缺乏平台特色、产品功能特性差异较大、缺少政策制度的制约、消费者的权益缺乏保障等因素。后疫情时代人们健身意识逐渐增强，运动形式多样，逐渐培养良好的健身习惯。针对相关问题给出明确产品定位、打造优质内容、创新盈利模式、加强主播培训等建议。同时人们思想意识的转变对促进后疫情时代运动直播平台客户的健康消费也起到推波助澜的作用。
• This paper uses literature, questionnaire, interview and other research methods to study the current situation of sports product consumption experience of live sports platform customers in the post-epidemic era. Through the research, it is found that there are many drawbacks in the development of live sports platform, such as serious homogenization. Due to the lack of platform characteristics, the large differences in product functions and characteristics, the lack of restrictions of policies and systems, and the lack of protection of consumers’ rights and interests, people’s fitness awareness has gradually increased in the post-epidemic era, and various forms of exercise have gradually cultivated good fitness habits. In response to relevant issues, it gives clear product positioning, creating high-quality content, innovating profit models, strengthening anchor training and other suggestions, and at the same time, the change of people’s ideology also plays a role in promoting the healthy consumption of customers of live sports platforms in the post-epidemic era.
• DOI： https://doi.org/10.35534/lsh.0301013
• 引用： 史璠．后疫情时代运动直播平台对客户消费体验研究［J］．休闲运动与健康，2023，3（1）：74-78．