Study On Factors Influencing Willingnerss To Pay For Online Sports Live

Sports industry,as an important part of the layout of national cultural industry,has developed well over the past few years.Especially for every big company,relying on the maturity of Internet technology,many explorations have been made in the development of sports products.As the main body of sports media industry,sports live broadcasting has attracted much attention in recent years.Internet giants,such as Ali,Tencent and Suning,have been involved in the sports broadcast area.This paper mainly explores the factors that influence users' willingness to pay live online watching live broadcast,and takes the perceived value acceptance model as the main body.Combined with some factors in the theory of planned behavior,we integrate the models based on previous studies.The validity of the model is verified by statistical methods.The relationship path between various factors is established by structural equation analysis(SEM),and the relationship between various factors and willingness to pay is explored.The data sources of this paper are all from questionnaires.After pre investigation,the credibility of the questionnaire is tested.After proper modification,a formal investigation is carried out on the Internet.This paper has found that access to the perceived usefulness,perceived entertainment and resource difficulty have a significant positive influence on perceived value;perceived cost and perceived risk on user perceived value influence is not significant;while the perceived value,perceived usefulness,difficulty of obtaining resources on the user's willingness to pay has a direct positive impact;positive influence the perceived usefulness of the social influence,and thus have an indirect influence on perceived value and user willingness to pay.Combined with the above conclusions,we give some suggestions for future development of related sports live broadcasting platforms.I hope that the conclusions obtained in this study can provide some ideas for future research on Sports users,and provide reference for the development of sports events live platform?...