The Study On Audience Consumption Willingness And Influencing Factors Of E-sports In Live-broadcasting Platform

In recent years,with the rapid development of the e-sports industry,the participating populations have shown a rising trend,and the live broadcast(media)is an extremely important part of the e-sports industry chain,which has continuously developed and improved its industrial chain.In a few short years,the e-sports webcast has achieved a leap from nothing,and then to the explosive development of the e-sports industry.However,at present,China’s research on e-sports is relatively shallow,focusing on theoretical research.At the same time,for the emerging field of live broadcast platform,research theory is also lacking.Some research is out of line with the actual situation of industry development,ignoring the e-sports network live broadcast.The key factor-consumers(fans).Therefore,based on the consumer perspective,this paper quantitatively analyzes the consumer willingness and influencing factors of the e-sports live broadcast platform,in order to establish a consumer model,and provide reference for live broadcast platform developers,e-sports organizers and operators,brokerage companies,etc..At the same time,the research on consumer will will provide a new perspective to analyze e-sports and complement and improve the e-sports industry chain.In addition,I hope to further provide relevant reference for the research system of the public’s online consumer behavior analysis.This paper uses the literature data method,questionnaire survey method and other methods to take the e-sports live broadcast platform consumers as the survey object,based on the planned behavior theory and technology acceptance model,summarizing the domestic research status and results of e-sports,live broadcast platform and consumer willingness.The seven dimensions of e-sports live broadcast platform product attributes,external hard environment,external soft environment,social experience,functional experience,emotional experience and knowledge experience are proposed as the influencing factors to influence consumer willingness,and the research hypothesis is adopted to pass the research hypothesis.Verify and explore the relationship between variables and consumer willingness.The research results show that product attributes and external soft environment have a significant positive impact on consumers’ consumption experience.The influencing factors of the e-sports live broadcast platform’s willingness to consume are the six variables of functional experience,knowledge experience,emotional experience,social experience,product attributes,and external hard environment.The consumer experience plays a key role in the consumer’s willingness to consume,while the external soft environment has little effect on the willingness to consume,and the correlation is not high.Based on the above research results,consumer experience is the most important measurement factor for consumers.This paper believes that relevant live broadcast operators and event organizers pay attention to consumers’ consumption experience and make relevant suggestions.