Research On The Effect Of Service Quality Of E-sports Events On The Behavior Intention Of On-the-spot Audiences

As an emerging hot sporting event,e-sports events have attracted the attention of the industry and academia.The e-sports industry is based on the e-sports competition system.Therefore,the consumer experience of e-sports events directly affects the development of the e-sports industry.At present,China's e-sports competition is still in the initial stage of development,but more and more consumers enter the arena to watch e-sports events,and the live experience of e-sports audiences in China has not been fully satisfied.Domestic literature affects the audience of e-sports events.Related research on sensory factors and behavioral intentions is still scarce.Compared with developed countries in e-sports competitions,there is still a big gap in the operation and management of e-sports events in China.At the same time,the impact of event service quality on the behavioral intention of the audience is a hot issue of current research and attention.E-sports is a new sporting event.The research on the impact of e-sports service quality on the behavior of the audience is very large.Innovative meaning.Therefore,this paper aims to improve the service quality of e-sports events in China and the relationship between the satisfaction and behavioral intentions of the audience,and provide effective theoretical guidance and practical guidance for improving the service management of e-sports events in China.This article takes e-sports events as the research object,and takes the audience of the2018 League of Legends professional league as a research sample.On the basis of combing the reading literature and expert interviews,the questionnaire was designed,the statistical analysis software SPSS22.0 was used for data analysis,the descriptive statistical method was used to analyze the basic characteristics of the sample,and the statistical analysis methods such as factor analysis,variance analysis and regression analysis were used.The relationship between the quality of service,satisfaction and behavioral intentions of the audience in the e-sports event is analyzed.The main research findings of this paper are as follows:(1)The e-sports service quality scale based on the existing research results has good reliability and validity,which can be used to measure the service quality of e-sports events in China.The quality of e-sports competition service consists of four dimensions,namely competition quality,entertainment value,surrounding facilities,service guarantee,etc.;(2)There is a significant difference between the male and female audiences in terms of competition quality,satisfaction and behavioral intentions.In the competition quality,entertainment value,service guarantee,satisfaction and behavioral evaluation are higher than the high-age audience,the higher theaudience's income level and education,the standard of service quality and behavioral intention evaluation will also rise;3)The service quality of the event has an important impact on the satisfaction of the audience.The three dimensions of competition quality,service guarantee and surrounding facilities have a significant positive impact on the audience satisfaction,while the service guarantee has no significant impact on the audience satisfaction;(4)The quality of the event service has an important influence on the audience's behavior intention.The competition quality and service guarantee have a significant positive impact on the audience's behavior intention,while the entertainment value and surrounding facilities have no significant influence on the audience's behavior intention;(5)audience satisfaction Its behavioral intention has a significant positive impact.Based on the above research findings,this paper proposes that the organizers of China's e-sports events should improve the level of competition,improve the service system of the event,provide customized services,enhance the audience's recognition and satisfaction with e-sports events,and strengthen the e-sports competition.The attraction of the audience,thus promoting the countermeasures for the benign development of China's e-sports competition.