我国足球球迷现场观赛支付意愿及影响因素研究
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摘要
以国内职业足球观赛球迷为调研对象,采用文献法、问卷调查法和数理统计法,结合国内外学者对于体育参与支付意愿相关理论,对职业足球现场观赛支付意愿这一研究目标进行实证研究。研究得出现场观赛最高门票支付意愿和最高其他支付意愿,同时发现:"球迷收入"和"观赛频次"是影响球迷现场观赛支付的最主要因素,其对于门票支付意愿和其他支付意愿都有显著影响;"观赛耗时"并非影响门票价格的负面因素;"球赛体验"因素比"球迷获益"因素对于门票支付意愿的影响更显著。
Taking the domestic professional soccer game audience as the study objective, this article conducts an empirical research on the willingness-to-pay(WTP) of the soccer game audience as well as the influence factors, research methods of which are literature review, questionnaire, statistics and research conclusions from international and domestic study on sports participation WTP. The results include the Audience WTP of ticket purchase and game watch(not including the ticket). It reveals that Audience Income and Game Watch Frequency are two main influence factors of Audience WTP while Travel Time is not a negative factor for audience WTP. Compared to Mental Fulfillments, On-site Experience influences on the Ticket purchase WTP is more significant.
Taking the domestic professional soccer game audience as the study objective, this article conducts an empirical research on the willingness-to-pay(WTP) of the soccer game audience as well as the influence factors, research methods of which are literature review, questionnaire, statistics and research conclusions from international and domestic study on sports participation WTP. The results include the Audience WTP of ticket purchase and game watch(not including the ticket). It reveals that Audience Income and Game Watch Frequency are two main influence factors of Audience WTP while Travel Time is not a negative factor for audience WTP. Compared to Mental Fulfillments, On-site Experience influences on the Ticket purchase WTP is more significant.
引文
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[26] 姜彩芬,肖瑞云.广州城镇居民体育消费动机与体育消费意愿的实证研究[J].广州大学学报(自然科学版),2014,13(3):88-94.
[27] 张纳新,裴彩丽.北京市职业篮球竞赛表演市场观众消费动机浅析[J].辽宁体育科技,2004,26(1):23-24.
[28] CARSON R T.Contingent valuation:a user’s guide[J].Environmental Science & Technology,2000,34:1413-1418.
[29] CHALIP L,MCGUITRY J.Bundling sport events with the host destination[J].Journal of Sport Tourism,2004,9(3):267-282.
[30] FUNK D C,TOOHEY K,BRUUN T.International sport event participation:prior sport involvement,destination image,and traval motives[J].European Sport Management Quarterly,2007,7(3):227-248.
[31] 张海军,阳建新.我国甲级足球联赛市场观众特征的调查研究[J].湖南第一师范学报,2006(1):107-109.
[32] 何志均,吴珠才.广州恒大亚冠主场球迷调查与分析[J].体育科技文献通报,2015,23(6):30-31.
[2] KALISH S,NELSON P.A comparison of ranking,rating and reservation price measurement in conjoint analysis[J].Marketing Letters,1991,2(4):327-336.
[3] BALDEJAHN I.Marketreaktionen von konsumenten[R].Berlin:Duncker and Humblot,1993.
[4] BREIDER C,HAHSLER M,SCHMIDT T L.Reservation price estimation by adaptive conjoint analysis[C]//WEIHS C,GAUL W.Classification:ubiquitous challenge.studies in classification.Berlin:Springer Verlag,2005:577-584.
[5] MITCHELL R C,CARSON R T.Using surveys to value public goods:the contingent valuation method[M].Washington,DC:Resources for the Future,1989.
[6] CARSON R T,WRIGHT J,ALBERINI A,et al.A bibliography of contingent valuation studies and papers[M].La Jolla,CA:Natural Resource Damage Assessment,1995.
[7] BREIDERTC.Estimation of willingness-to-pay:theory,measurement,and application[M].Vienna:Wirtschaft Suniversitat Wien,2005.
[8] SATTLER H,NITSCHKE T.Ein empirischer vergleich von instrumenten zur erhebung von zahlungsbereits chaften[J].Zeitschrift für Betriebswirtschaftliche Forschung,2003,55(6):364-381.
[9] JOHNSON B K,WHITEHEAD J C.Value of public goods from sport stadiums:the CVM approach[J].Contemporary Economics Policy,2000(18):48-58.
[10] JOHNSON B K,GROOTHUIS P A,WHITEHEAD J C.The value of public goods generated by a major league sports team:the CVM approach[J].Journal of Sports Economics,2001(2):6-21.
[11] WICKER P,JOHNSON B K,WHITEHEAD J C,et al.Willness-to-pay for sporting success of football Bundesliga teams[R].Ashville:Appalachian State University,2015.
[12] CASTELLANOS P,GARCIA J,SANCHEZ J M.The willingness-to-pay to keep a football city:how important are the methodological issues?[J].Journal of Sports Economics,2011,12(4):464-486.
[13] WICKER P,PRINZ J,HANAU T.Estimating the value of national sporting success [J].Sport Management Review,2012(15):200-210.
[14] MROGAN O A,WHITEHEAD J C.Willingness-to-pay for soccer player development in the United States[R].Boone:Appalachian State University,2015.
[15] JOHNSON B K,WHITEHEAD J C,MASON D S,et al.Willingness-to-pay for amateur sport and recreation programs[J].Contemporary Economic Policy,2007,25(4):553-564.
[16] WICKER P.Willingness-to-pay in non-profit sports clubs[J].International Journal of Sport Finance,2011,6(2):155-169.
[17] 张纳新,王丙新.北京市CBA、甲A竞赛表演市场观众消费行为调查研究[J].福建体育科技,2004,23(3):10-14.
[18] 雷波.我国农村社区公共体育设施建设农户支付意愿及其影响因素的调查与分析[J].南阳师范学院学报,2012,11(6):79-83.
[19] SHILBURY D,WESTERBEEK H,QUICK S,et al.Strategic sport marketing[R].Crows Nest,NSW:Allen & Unwin,2009.
[20] ATKINSON G,MOURATO S,SZYMANSKI S,et al.Are we willing to pay enough to “back the bid”?valuing the intangible impacts of London’s bid to host the 2012 Summer Olympic Games[J].Urban Studies,2008,45(2):419-444.
[21] WELLS W D.Psychographics:a critical review[M].London:Elsevier,1975.
[22] KIM Y K,TRAIL G T.Constraints and motivations:a new model to explain consumer behavior[J].Journal of Sport Management,2010(24):190-210.
[23] ROHM A J,MILNE G R,MCDONALD M A.A mixed-method approach for developing market segmentation typologies in the sports industry [J].Sport Marketing Quarterly,2006,15(1):29-39.
[24] 李海霞.赛事消费者支出与未来参赛意愿的影响因素分析:以上海国际马拉松赛为例[J].吉林体育学院学报,2015,31(3):31-35.
[25] 郭海峰.CBA联赛新疆广汇男篮主场观众观看动机与消费特点的调查[J].吉林体育学院学报,2008,24(2):62-63.
[26] 姜彩芬,肖瑞云.广州城镇居民体育消费动机与体育消费意愿的实证研究[J].广州大学学报(自然科学版),2014,13(3):88-94.
[27] 张纳新,裴彩丽.北京市职业篮球竞赛表演市场观众消费动机浅析[J].辽宁体育科技,2004,26(1):23-24.
[28] CARSON R T.Contingent valuation:a user’s guide[J].Environmental Science & Technology,2000,34:1413-1418.
[29] CHALIP L,MCGUITRY J.Bundling sport events with the host destination[J].Journal of Sport Tourism,2004,9(3):267-282.
[30] FUNK D C,TOOHEY K,BRUUN T.International sport event participation:prior sport involvement,destination image,and traval motives[J].European Sport Management Quarterly,2007,7(3):227-248.
[31] 张海军,阳建新.我国甲级足球联赛市场观众特征的调查研究[J].湖南第一师范学报,2006(1):107-109.
[32] 何志均,吴珠才.广州恒大亚冠主场球迷调查与分析[J].体育科技文献通报,2015,23(6):30-31.