| As the e-sports ecosystem is becoming more and more perfect,the share of the e-sports derived income from events and game live-streaming space in the consumer market continues to expand.Emerging e-sports content provides a communication channel and is the most important traffic portal for e-sports.At the same time,universities are also very important positions for the development of e-sports.Under this background,this paper takes college students in Shanghai as the research object,combined with the mature theoretical models of "rational behavior theory,planned behavior theory and technology acceptance model",proposes perceived usefulness,perceived ease of use,perceived entertainment,perceived cost,Six influencing factors of perceived consumer willingness to perceive risk and perceived value have constructed a model of influencing factors of e-sports webcast consumer willingness of Shanghai college students,and put forward relevant assumptions.In order to verify whether the theoretical model and related assumptions are true,this study used questionnaire survey to collect data,analyzed the collected data using SPSS21,and finally studied each influencing factor through structural equation-path analysis method.The conclusions are as follows:Perceived usefulness,perceived ease of use,and perceived value have a significant positive impact on Shanghai college students ' e-sports webcast consumption willingness;while perceived cost has a significant negative impact on Shanghai college students' e-sports webcast consumption willingness,perception Entertainment and perceived risk have no effect on Shanghai college students 'e-sports online consumption intentions. |
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