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秭归中国龙舟争霸赛参赛者忠诚度路径研究

Research on the Loyalty Path of Participants in Zigui China Dragon Boat Competition

Leisure Sports and Health / 2022,2(1): 70-74 / 2022-03-24 448 423

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• Authors: 杨文月      胡露兮      井玲     
• Information:

  1. 华中科技大学  体育学院，湖北  武汉  430074；
  2. 华中科技大学  龙舟文化传承基地，  湖北  武汉  430074

• Keywords: Loyalty; Chinese dragon boat competition; contestants; regression analysis 忠诚度；中国龙舟争霸赛；参赛者；回归分析
• Abstract: Improving the loyalty of competitors is an important factor to promote the development of sports events. Based on the theory of social exchange, this paper uses literature, questionnaires and mathematical statistics to investigate the loyalty of competitors in the 2021 Zigui China Dragon Boat Competition. The results show that: there is a positive correlation between two of the four variables, and after regression analysis, it is concluded that the perception of soft service level and the perception of hardware service level have a significant positive impact on player satisfaction; hardware service level perception and participation Player satisfaction has a significant positive impact on participant loyalty, while software service level perception has no obvious negative impact on participant satisfaction; it can be seen that the competition party must promote the optimization of competition service level, improve participant satisfaction, and thus promote participants Loyalty increase. 提高参赛者忠诚度是促进体育赛事发展的重要因素，本文基于社会交换理论，利用文献资料法、问卷调查法和数理统计法等，对 2021 年秭归中国龙舟争霸赛参赛选手的忠 诚度进行路径。结果表明：四个变量中两两之间呈现正相关性，再经过回归性分析得出软服务水平感知和硬件服务水平感知，均显著地正向影响了选手满意度；硬件服务水平感知和参与者满意度显著正向影响参与者忠诚度，软件服务水平感知对参与者满 意度的负面影响不明显；由此可见，比赛方必须推动比赛服务水平优化，提升参与者满意度，从而促进参与者忠诚度的提高。
• DOI: https://doi.org/10.35534/lsh.0201013
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