对观众现场观看体育比赛的动机及其影响因素进行了探讨。在此基础上,从提高体育竞赛产品竞争力和树立竞赛品牌形象的角度提出建议,旨在为促进我国职业体育联赛的开展和群众性体育文化的创建工作提供理论参考。 The motivation of the spectators to watch sports events and their influencing factors were discussed. On this basis, suggestions are put forward from the perspectives of enhancing the competitiveness of sports competition products and establishing a competitive brand image, which aims to provide a theoretical reference for promoting the development of the professional sports league and the mass sports culture in our country.