Research On The Influence Factors Of Audience Loyalty Of Sports Live Broadcast Platform Based On SEM Model

In the information age,the sports industry and the Internet are deeply integrated,and“Internet + sports” has been strongly supported as a national strategy.In the process of upgrading the sports industry,the number of the sports live streaming platforms grows rapidly,and the number of the audience continues to rise.However,at the same time,many exposed problems of the sports live streaming platform restrict the development of these platforms,resulting in the decline of audience loyalty and loss of the audience.To make information dissemination on sports live streaming platforms more reasonable and continuously improve audience satisfaction,this study makes an in-depth analysis of the influencing factors of audience loyalty to the sports live streaming platforms based on audience perception from a quantitative view.This study takes the sports live streaming platforms as the research object and adopts the methods of questionnaire,mathematical statistics,in-depth interview,and case study.Relying on the relevant dimensions,like audience perception,conversion cost,and service quality,and the seven variables,audience satisfaction is introduced as the intermediary mechanism in this influence relationship.By establishing the SEM structural equation model,the study explores the influencing factors of audience loyalty during the development of the sports live streaming platforms in our country and the relationship between the influencing factors,and constructs the related model to measure audience loyalty.Based on a review of the related research on the definition and measurement of audience perception,conversion cost,service quality,and audience satisfaction,the corresponding research hypothesis are put forward,and the deeper reasons that affect audience loyalty are explored,then the optimization path is proposed to improve the loyalty of the audience to the sports live streaming platforms.According to the theory,audience perception,service quality,conversion cost,and audience satisfaction are important factors that affect audience loyalty.This study finds that it is feasible to study the audience loyalty to the sports live streaming platforms with the audience loyalty model and the audience perception and satisfaction will have a significant impact on the audience.The final results of this study are as follows:1.The model of audience loyalty to the sports live streaming platforms verifies the influence path of the audience loyalty to the sports live streaming platforms,discusses the direct influence of audience perception and audience satisfaction on audience loyalty,and facilitates the interactive evaluation between the audience and the platforms;2.The factors that mainly influence audience loyalty vary across different fields,but totally include audience perception,service quality,conversion cost and audience satisfaction.All these factors also affect the audience loyalty to the sports live streaming platforms.3.The model of audience loyalty to the sports live streaming platforms is a multi-level structural model.The audience perception,service quality,conversion cost and audience satisfaction affect audience loyalty through some forms.Among these factors,audience perception and audience satisfaction affect audience loyalty directly,and service quality affects audience loyalty indirectly through audience satisfaction.In terms of the effect,as a mediating variable,audience satisfaction has the greatest influence on audience loyalty while the direct influence of conversion cost on audience loyalty is more limited.Finally,according to the results of research and interview,this paper analyzes the related problems in cultivating audience loyalty to the sports live streaming platforms and discusses the improvement measures from three dimensions of government supervision,industry selfdiscipline,and platforms improvement.