Research On The Willingness And Influencing Factors To Pay For E-sports Of College Students

With the development of mobile Internet and electronic payment,e-sports has achieved rapid development in China.On the premise of ensuring intellectual property rights and the healthy of young people,various national ministries and commissions have issued a series of policy documents to support e-sports.Beijing and Shanghai have successively announced the development plan of the e-sports industry.The related report from professional institutions shows that the overall scale of China's e-sports exceeded 100 billion yuan in 2019.Although the e-sports industry has achieved rapid growth,it has a lot of problems.The profit model is very simple and the business value has not been fully developed.commercial sponsorship income,ticket income,and live broadcast income are unbalanced.As the main audience of e-sports,college students also have huge consumption potential.Therefore,college students' willingness and the related influencing factors to pay for e-sports will have significance for leading the innovation of the business model of e-sports industry and promoting the sustainable development of e-sports.This article takes college students' e-sports willingness to pay as a research object.Based on the combination of planned behavior theory,technology acceptance model,immersive experience,product characteristics and free values,we construct a research model of college students' e-sports willingness to pay,the following conclusions were drawn:(1)College students have higher willingness and good payment habits to pay for e-sports.(2)There are significant differences in the willingness to pay for e-sports users of college students of different genders and time.Age and academic have no impact on the willingness;(3)The immersion experience is significantly positively correlated with college students' e-sports payment attitude and willingness to pay;(4)Subjective norms are significantly positively correlated with college students' willingness to pay for esports;(5)Free values have no correlation with college students' willingness to pay for esports.