Watching live sports is a process of physiological stress response. To build an immersive atmosphere, it is necessary to strengthen the feelings of many physiological levels of audiences. In light of the characteristics of the current live sports multidimensional development, developing the research on physiological experience of audiences under the multi-dimensional environment will help a reasonable choice of live sports modes, which has important application value. Based on visual perception and psychology relevant theory, this paper adopts eye movement experiments and quiz / survey, the spectator experience under the different live sports modes were studied in depth, the results could improve the spectators' attention and loyalty of sport events, and offer games live operators a reference in advertising, the cost of operations and program design.%体育直播观赛是一个生理应激反应的过程,为了营造"身临其境"直播效果,需要强化体育赛事直播受众生理层面的感受.鉴于当前体育赛事直播多维化发展的特点,开展多维度观赛环境下观赛者生理体验的研究,将有助于体育赛事直播方式的合理选择,具有重要的应用价值.论文基于视觉认知及心理相关理论,采用模拟眼动实验及问卷调查的方法,重点研究不同体育赛事直播模式下受众群体的观赛体验,旨在提高受众观赛的关注度和忠诚度,并对赛事直播运营方在广告投放、成本运营、节目设计方面提供参考依据.
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