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App 足球赛事直播服务质量对用户忠诚度的影响： 基于不同线上观赛动机的多重中介作用

The Impact of App Football Live Streaming Service Quality on User Loyalty: Multiple Mediating Roles based on Different Online Watching Motivations

休闲运动与健康 / 2024,4(1)：64-70 / 2024-05-23 38 48

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• 作者： 雷开新     
• 单位：

  湖北大学体育学院，武汉

• 关键词： App足球赛事直播服务质量；用户忠诚度；球迷线上观赛动机
• App football live broadcast service quality; User loyalty; Fans online watching motivation
• 摘要： 目的：本研究旨在探讨App足球赛事直播服务质量、球迷线上观赛动机、用户忠诚度三者之间的关系。方法：采用问卷调查法、数理统计法对运用各大App进行各项足球赛事观赛的足球球迷进行调查，运用SPSS25.0、AMOS24.0分析软件对调查数据进行分析。结果：（1）App足球赛事直播服务质量正向预测用户忠诚度、足球知识学习动机、博彩动机、娱乐消遣动机和追星动机；足球知识学习动机、博彩动机、娱乐消遣动机和追星动机正向预测用户忠诚度。（2）足球知识学习动机、博彩动机、娱乐消遣动机和追星动机在App足球赛事直播服务质量与用户忠诚度之间起部分中介作用，即App足球赛事直播服务质量可以对用户忠诚度产生直接影响，又可以通过足球知识学习动机、博彩动机、娱乐消遣动机和追星动机对用户忠诚度产生间接影响。
• Objective: This study aims to explore the relationship among App football live streaming service quality,fans' online watching motivation and user loyalty. Methods: Questionnaire survey and mathematical statistics wereused to investigate football fans who watched football matches by various apps, and SPSS25.0 and AMOS24.0analysis software were used to analyze the survey data. Results: (1) App football match live service quality positivelypredicted user loyalty, football knowledge learning motivation, gambling motivation, entertainment motivation andstar-chasing motivation; Football knowledge learning motivation, gambling motivation, entertainment motivationand star chasing motivation positively predict user loyalty. (2) Football knowledge learning motivation, gamblingmotivation, entertainment motivation and star chasing motivation play a partial intermediary role between Appfootball live streaming service quality and user loyalty, that is, App football live streaming service quality can have adirect impact on user loyalty. It can also indirectly affect user loyalty through football knowledge learning motivation,gambling motivation, entertainment motivation and star chasing motivation.
• DOI： https://doi.org/10.35534/lsh.0401012
• 引用： 雷开新．App 足球赛事直播服务质量对用户忠诚度的影响： 基于不同线上观赛动机的多重中介作用［J］．休闲运动与健康，2024，4（1）：64-70．