利己与利他的双重驱动：体育迷的价值共创公民行为测度——以中国排球超级联赛为例

杨佳宇; 潘 峰

doi:10.70693/rwsk.v2i3.329

Authors

杨佳宇广州体育学院
潘峰广州体育学院

DOI:

https://doi.org/10.70693/rwsk.v2i3.329

Keywords:

体育迷, 品牌价值共创, 利己动机, 利他动机, 公民行为

Abstract

随着体育赛事日益依赖体育迷的深度参与互动，体育迷已成为赛事品牌价值共创的重要主体。基于利己与利他动机的双重驱动视角，本研究运用文献研究与问卷调查方法，对中国排球超级联赛球迷的价值共创公民行为进行实证分析。研究发现：（1）体育迷的公民行为受到利己与利他动机的共同驱动，且利他动机水平显著高于利己动机；（2）在四类公民行为中，反馈、帮助与包容三类行为表现更为突出，明显优于宣传行为；（3）两种动机对帮助行为均具有最大影响效应，呈现出动机—行为匹配的显著特征；（4）总体而言，利他动机对各类公民行为的影响效应均高于利己动机。本研究通过揭示动机驱动下的行为分异规律，拓展了价值共创研究在体育情境中的适用边界，为体育赛事管理者实施动机识别与行为引导策略提供了新的实证依据。

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