Research On Influencing Factors Of Sports Consumption Of College Students Under The Background Of E-commerce Broadcast

Along with the development of the Internet and the popularity of mobile devices,"Internet+" reform gradually deepening of each industry.Emerging business forms such as short video and live broadcast,which are highly interactive and meet people’s immediate needs,have gradually become hot industries.E-commerce live broadcast,which is based on live broadcast,is becoming the primary choice of more and more people due to its features of low price,interaction and high emotional value.At the end of 2019,the outbreak of novel coronavirus has severely hit offline business activities,and all walks of life have begun to explore the development path of e-commerce live broadcasting,which has promoted the further explosive development of e-commerce live broadcasting.The sports industry also follows the development trend and actively tries hydropower live broadcasting.In essence,e-commerce live broadcast is "e-commerce"+"live broadcast".A large part of college students are the post-1995 generation,who have a higher acceptance of this new form of shopping and are the important consumers of e-commerce live broadcast.At the same time,because they have received quality-oriented education and pursue a quality life,most of them have different levels of sports consumption demand and are potential high net worth people in sports consumption.It is of great significance to study the influencing factors of college students’ willingness to consume sports in e-commerce live broadcast to activate the vitality of sports consumption,release the potential of sports consumption and boost the development of the industry.In this article,through reviewing the related research of past scholars,combined with the development of sports consumption in the electricity business live,first of all,through the interview method to understand the college students live on electricity in some common characteristics of sports consumption,and combined with the existing scientific conclusion,with the help of SOR theory model and theory of perceived value,will be live electrical contractor in the quality of the product and service quality,interactive,as a stimulus to preferential,risk factors,the perceived value of emotional value,functional value as a variable,will purchase intention as response variable to explore,USES the questionnaire survey,Using the structural equation test model of SPSS27.0 and AMOS22.0,it is concluded the following conclusions:(1)product price,product quality and service quality influence college students’ sports consumption through functional value perception;(2)the interactivity of broadcast rooms;(3)the functional value of college students and the emotional value perception have a direct impact on the sports consumption.(4)the preference and risk of the broadcast room are the most important factors affecting the sports consumption of college students.In view of the results of this study,relevant development suggestions are put forward.