MOTIVATION, SOCIAL MEDIA MARKETING, SERVICE QUALITY AND SATISFACTION INFLUENCING TO SPECTATOR’S BEHAVIORAL INTENTION IN SICHUAN DIVISION OF CBA LEAGUE
The prosperous development of CBA league cannot be separated from teamwork, individual efforts, enthusiastic fans, strong support from sponsors, publicity from news media and other factors. Along with the rapid development of the tournament, the marketing and management of the CBA league began to fail to keep up with the development of the league itself, and how to develop faster, better, and more sustainably is an important topic currently facing. The study takes the spectator as the entry point, constructs the structural equation model of CBA spectator behavioral intention through quantitative research method, and further analyses the influence of motivation, social media marketing, service quality and satisfaction on CBA spectator behavioral intention. The study was conducted through 857 questionnaire data, which were processed and analysed using SPSS and AMOS software. The results showed that: Spectator motivation has a significant positive impact on the satisfaction of the game. Spectator motivation has a significant positive impact on their behavioral intention to watch games. Spectator motivation has a significant positive impact on their behavioral intention to watch games. Social media marketing has a significant positive impact on CBA spectator satisfaction. Social media marketing has a significant positive impact on CBA spectator's behavioral intention to watch games. Service quality has a significant positive impact on spectator satisfaction. Service quality has a significant positive impact on spectator's behavioral intention. CBA game spectator satisfaction has a significant positive impact on the behavioral intention of watching games. Spectator satisfaction in CBA matches plays a mediating role in the influence between spectator motivation and behavioral intention. CBA game spectator satisfaction plays a mediating role in the influence between social media marketing and behavioral intention. CBA game spectator satisfaction plays an intermediary role in the influence between service quality and behavioral intention.
CBA Spectators, Behavioral Intention, Satisfaction, Motivation, Social Media Marketing, Service Quality.