Structural Relationship among Game Situation, Stadium Factors, Satisfaction and Rewatching Intention for Chinese Basketball Spectator

PURPOSE This study is to verify the model fitting degree of the Chinese basketball audience's spectator satisfaction and rewatching intention, and to explore the causal relationship between game situation (GS), stadium factors (SF), spectator satisfaction (SS), and rewatching intention (RI). METHOD China basketball fans were randomly selected as samples. A total of 920 questionnaires were collected, of which 17 questionnaires were incomplete or invalid, so they were excluded. Finally, 903 questionnaires were used for data analysis. CFA, descriptive statistics and difference tests were conducted using AMOS 26.0 and SPSS 26.0. RESULT The results show that: (1) GS influence SF. (2) SF influence SS. (3) GS influence RI. (4) SF influence RI. (5) SS influence RI. (6) SS plays an important mediating role between GS, SF, and RI. CONCLUSION The results support the importance of game situation, stadium factors, spectator satisfaction and rewatching intention to Chinese basketball audiences. Managers and marketers should pay attention to the factors that affect rewatching intention, use innovative marketing methods to shape more attractive game situations, and improve the satisfaction of Chinese basketball audiences by improving service quality and venue environment to build rewatching intention. This study provides theoretical significance for the continuous participation of the Chinese basketball audiences, promotes the spectator satisfaction of the Chinese basketball audiences, and provides valuable suggestions for improving the rewatching intention of the Chinese basketball audiences.