Research On Factors Influence The Adoption Attention Of Paid Sports Video Of College Students In Shanghai

In the era of the mobile Internet,where information technology is rapidly developing,people have watched sports videos through video websites.The profit structure of sports video websites is changing.In terms of business model,under the pressure of copyright cost,major sports video websites launch the payment model,and the network video ecosystem is gradually formed.In this context,it is of great significance to study the factors influencing users' adoption of paid sports video,whether it is for users to get the experience they want,the development and transformation of sports video platform,the perfection of communication theory and the adoption of information technology theories,and gradually become the focus of the sports industry and the media.This paper mainly studies the factors influencing the adoption attention of sports paid video.In this study,college students in Shanghai were selected as the research objects,and the methods of qualitative literature research and quantitative empirical research were combined to construct the hypothesis theoretical model based on the innovation diffusion theory(IDT)and technology acceptance model(TAM).Personal factors,compatibility,comparative advantage,perceived risk,trialability,environmental factors and communication channels were determined as independent variables,and adoption intention was determined as dependent variables.Questionnaires were collected and the empirical test data were combined to test the hypothesis model to confirm whether the hypothesis views would significantly affect users' willingness to adopt them.According to the results of the study,this paper puts forward three suggestions for the sports paid video platform from the perspective of users.First,to win users and subdivide rights,the sports video platform should develop a more flexible membership mechanism,subdivide the paid rights and interests.At the same time,the platform should make use of the media to promote public opinion and enhance users' awareness of copyright,so as to convert potential users into paying users.Second,to retain users and deepen services,the platform should pursue both the breadth of copyright and the depth of sports video.Efforts should be made in the realization of interactivity to enhance users' loyalty in paid sports video.Third,to improve user experience and enhance technological innovation,the platform is supposed to attach importance to the technological development and innovation,expand and promote media integration,cultivate new sports paying video users,enhance the vitality of the platform and explore possible ways for its upgrading and transformation.