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A Study of the Effect of Chinese Basketball Association League Spectators' Experience Quality toward Loyalty Intention --Taking Beijing Jinyu Team as an Example
This study purposed to examine the effect of Chinese Basketball Association League spectators' experience quality toward loyalty intention. Field questionnaire surveys were administered through sample survey to the spectators presented at the home games of Beijing Jingyu team in Beijing Shougang basketball stadium from January to February in 2014, 400 valid samples collected in total. The data were analyzed with descriptive statistics, independent sample t-test, one-way ANOVA and regression analysis and the results of this study were as followed. 1. The major audience for CBA games falls in the group of 19-28 years old, male college students who have monthly income less than RMB 2,000 yuan and manage to watch CBA live games once or twice a month in the past or in the future seasons. Scores of spectators' experience quality and loyalty intention indicated as positive evaluation.2. Significant differences exist in “experience quality” when it comes to variables about the features of the CBA spectators, such as gender, age, profession, education, average monthly income and frequency of watching live games in the past or in the future. 3. Significant differences exist in “loyalty intention” when thinking of gender of the CBA spectators. 4.Features of CBA spectators' experience quality possess a predictive power on loyaltyintention, among which “flow experience” has the strongest one. Following proposals are made based on the investigation results. First, special marketing methods should be adopted by Beijing Jingyu Team to attract more female audience to watch games. Second, ticket price and specific marketing system should be formulated based on the demand and practical need of college students. Third, the cheer leader performance is suggested to change to other types of interaction with audience like half-time games. Lastly, players should be given more chances to interact with spectators so as to improve their loyalty.
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