| In recent years,the total output of China's sports industry is increasing at a doubled rate.The continuous expansion of the sports industry cannot be separated from the rapid development of China's professional sports market.The introduction of mega international events,the reform of professional sports leagues,and the professional development of emerging sports events are all promoting the Chinese sports market.E-sport attracted many people participate in it due to the uniqueness of the audience and the diversity of communication.Chinese e-sport participators also increased a lot.At the same time,the repeated wins of the Chinese e-sports team in the international arena have also given society a more positive understanding of e-sports.Especially after the Chinese team won 2 gold and 1 silver medals at the 2018 Jakarta Asian Games and won the champions of League of Legends World Championship twice,the domestic enthusiasm for participating in e-sports is even higher.The state has also issued related policies to promote the orderly development of China's e-sports market and standardize the management system for professional e-sports players.In recent years," Arena Of Valor ",a game which was developed by Chinese company,has occupied half of the Chinese mobile game market.In 2016,the professional event of Arena of Valor-King Pro League(KPL)came out.In 2018,the International Edition of this game was selected as the Asian Games e-sports event.As the first e-sport event in the history of Asian Games,the Chinese team successfully won the first gold,KPL started booming since then.In 2019,the screaming of KPL was over 24 billion.KPL has also become one of the most sponsored e-sports events.However,due to the rapid updating of e-sports games,PC-game events also occupy a certain market.How to create the event IP of KPL,cultivate loyal audience in the league,convert e-sports game players into event audiences,and how to drive the consumption of event is a problem that KPL needs to be solved at present.Therefore,this thesis will focus on the KPL audience's event experience,the degree of event identification,and the purchase intention.By reviewing the literature,this thesis based on the research related to customer experience,brand identification and purchase intention in marketing.Combining the application of these concepts in the field of sports,this research selected the event experience as an independent variable,the event identification as an intermediary variable,purchase intention as the result variables to construct a relationship model among the three and design a measurement scale.Through the interviews with the KPL staff and the fan,the characteristics and operation status of KPL have been well understood.Based on this,the questionnaires were sent to the audiences who have watched KPL events,and the survey results are described by statistical analysis methods such as descriptive analysis,correlation analysis,regression analysis and Anova to verify the research hypothesis.The conclusions and suggestions are drawn based on the analysis results.The results of this study show that: KPL audience's sensory experience,emotional experience,thinking experience and action experience all have a significant positive impact on event identification and purchase intention.Among them,emotional experience has the largest impact on event identification and action experience has the largest effect on purchase intention.The audience 's event identification also has a significant positive impact on purchase intention.At the same time,the event experience can have a positive effect on the audience 's purchase intention through event identification.Event identification has some mediating effect.Since the audience of KPL is mainly the young people,there is no difference among the audience 's event experience,identification and purchase intention.But the audiences of different genders have different emotional experience,thinking experiences and event identification.Audiences with different education backgrounds have different emotional,action experience,event identification and purchase intention;audiences with different incomes differ only in purchase intention.There are significant differences between online and live audiences,event members and normal audiences.Based on the results of the above research,the following suggestions are proposed in this thesis.First of all,deepen the brand identification through content upgrades.To parallel the fixed seat system with the secondary leagues,further improve the KPL professional player drafting system and balance the new and old players' match lineup.Secondly,enhance the event experience by optimizing event services.Third,to drive the audience consumption through KPL and sponsors IP construction.Fourth,establish a membership model to link online and offline audiences.At last,Increase audience viscosity through regional operations. |
PDF Full Text Request