The Research Of Factors Of Consumer Intention In E-sports

In recent years, it has been witnessed that electronic sports growing rapidly, especially since 2011 investment into the field of electronic sports, which called the golden time of electronic sports. However,because of the lack of understanding of the electronic sports for many years, the related research has focused on the present situation and problems of the electronic athletics or the lack of development of strategy. Therefore, This paper will provide a new perspective for the study of consumer intention to view electronic competition.This paper using literature method, expert interview method,questionnaire survey method, mathematical statistics, to Shanghai University Students participants as the research object, based on the theory of planned behavior, in domestic and foreign related research results, the proposed product attributes, hard environment, the soft environment, personnel experience, functional experience, problem processing experience, return on investment experience of seven variables may have an impact on consuming intention, and to make assumptions for the variables, through literature review, interviews and pre survey questionnaire collected data, to verify the hypothesis, and the analysis of the variables on consumer intention.Research results claim that electronic sports consumption will influence factors according to the strength in order to personnel experience, functional experience, problem processing experience,product attributes, the hard environment five variables, the return on investment experience, in total consumption experience will still have an impact on consuming intention, and the soft environment is correlation with the intention of consumption is not high, the less affected.According to this research, exploring the related factors of consumer intention, consumer-consuming experience is the most important consumer considerations and related variables explained 46.4% of the total consumption intention variables. Author believe that the relevant developers, operators should pay attention to the consumer experience,focus on product attributes, improved external environment, electronic games meanwhile university should create a good, proper atmosphere to guide students to participate in e-sports.