随着大学体育竞赛的蓬勃开展，越来越多的球迷涌入赛场欣赏大学体育比赛。但近两年，受新冠肺炎疫情的影响，大学体育竞赛空场比赛逐渐成为常态，线上观赛成为了观众观赛的重要渠道和主流方式。本研究以清华大学学生为调查对象，以CUBA线上观赛动机为研究对象，调研和分析清华大学学生CUBA线上观赛的基本信息特征、观赛特征以及观赛动机，以自我决定理论和马斯洛需求层次为理论基础，挖掘和探寻学生观赛的心理体验、动机需求和影响因素，结合学生观赛需求和观赛体验过程中存在的现实问题，针对性地提出应对策略和建议，以期为CUBA赛事运营组织方在提高观赛率、提升观赛体验等方面提供理论参考和决策建议。本研究运用问卷调查法，编制《清华大学学生CUBA线上观赛调查问卷》，向350余名清华观赛学生发放问卷，调查分析清华大学学生群体的基本特征、观赛特征以及观赛动机；运用半结构访谈法，深度访谈11名调查对象，挖掘和探寻学生的观赛心理和需求，探寻影响学生观赛动机的主要原因。研究得出以下结论。1）清华大学学生CUBA线上观赛的男女性别比例相对平衡；观赛群体中，本科生数量明显高于研究生；在研究生群体中，学历水平越高，观赛人数越低。2）在不速之客（偶尔）、温和（有时）、忠实（经常）三类CUBA学生粉丝群体中，粉丝忠实度越高，线上观赛的场次越多。在清华大学CUBA学生观赛群体中，忠实粉丝最多，温和粉丝其次，不速之客占比最少。3）清华大学学生CUBA线上观赛动机的维度均值从高到低分别是：社交动机、胜负刺激、娱乐宣泄、运动审美、明星崇拜以及归属认同。基于上述研究结论，本研究结合相关理论，提出了如下建议：1）厘清体育营销人员与粉丝群体的关系，搭建赛事媒体矩阵，扩大宣传受众；2）持续深入挖掘观赛群体的观赛需求和体验，全方位提升赛事的参与感和体验感；3）加强赛事宣传力度，多渠道提高媒体曝光度，吸引潜在观众。
With the vigorous development of intercollegiate athletic events, more fans flock to the stadium to enjoy college sports games. However, in the past two years, as a result of the COVID-19 pandemic, lack of attendance at college sports games have gradually become the norm. Watching these games online has become an important channel and mainstream for spectators to watch college sports games. This study takes Tsinghua University (THU) students as the survey subject and CUBA online viewing motivation as the research object to investigate and analyze the demographic characteristics, viewing characteristics, and viewing motivation of THU students that watch CUBA games online. Based on self-determination theory and Maslow’s Hierarchy of needs, this study excavates and explores the psychological experiences, influencing factors, as well as motivation needs of students watching the games. In addition, this study also combines the viewing needs and practical problems of students, wishing to provide countermeasures and suggestions to CUBA related organizations in improving their viewership and game watching experiences of audience.The paper used a combination of qualitative and quantitative research methods. First of all, using the questionnaire survey method, the "Tsinghua University Student CUBA Online Game Watching Questionnaire" was created and distributed to more than 350 Tsinghua students who watch CUBA games, aiming to investigate and analyze the demographic characteristics, game watching characteristics, and viewing motivations of Tsinghua University students. Using the semi-structured interview method, the author conducted 11 in-depth interviews with survey subjects to explore students' game watching mentality and needs, as well as to investigate the main reasons affecting students' motivation to watch the games. Through the analysis of the survey data, this study draws the following conclusions. Through the analysis of the survey data, this study draws the following conclusions:1) The gender ratio of Tsinghua University students that watch CUBA games online is relatively balanced; the number of undergraduates is significantly higher than that of postgraduates; among the graduate group, the higher the educational level, the lower the number of spectators.2) Among the three types of CUBA fan groups: temporary fans, local fans, and devoted fans, the higher the fan loyalty, the more online games watched.3) From high to low, the dimensions of the six factors that influence Tsinghua University students watching CUBA games online are: social motivation, win/loss stimulation, entertainment catharsis, sports aesthetics, player/team admiration, and belongingness. Among these factors, the average values of the first four motivation dimensions are higher than the overall average.With the above research conclusions and combined with relevant theories, this study proposes the following suggestions: 1) Clarify the relationship between sports marketers and fan groups, build a media matrix for events, and expand publicity audiences; 2) Continue to examine the viewing needs and experience of the audience, and enhance the sense of participation and experience of the games comprehensively; 3) strengthen the publicity of the games, increase media exposure through multiple channels, and attract potential audiences.