Research On The Influencing Factors Of The Audience’s Willingness To Continue Using Online Sports Live Platform

With the support of national policies,the development of the habit of paying users to watch games,and the inducement of capital,sports event live broadcast platforms have shown diversified characteristics.In addition to CCTV5,Tencent Sports,PPTV Sports,Live Broadcast Bar,and Youku Sports all hope to purchase event copyrights.Actively layout sports events.The development of "Internet+Sports" makes online watching games become the choice of more and more viewers due to its convenience and interactivity.In the fierce competition,the platform must not only know how to attract users,but also adopt active and effective strategies.Perform user retention.Therefore,research on the audience’s willingness to continue to use is particularly important for the development of sports event live broadcast platforms.Based on the "stimulus-body-response(SOR)" theory,this paper combs through the relevant literature,combines the success model of the information system,and incorporates the three variables of information quality,service quality,and system quality into the model.At the same time,it is based on live sports events.The platform features two variables:telepresence and interactivity.Three variables of immersion experience,social presence,and perceived usefulness are used as intermediary variables.The willingness to continue use is used as the dependent variable to construct theoretical models,propose hypotheses,and verify them.The research mainly draws the following conclusions:(1)The quality of the live broadcast of sports events will affect the audience’s perception of the usefulness of the platform.The system quality and information quality in the platform quality dimension have a positive impact on the immersive experience,while the service quality has a positive impact on the immersion The impact of experience is not significant;(2)The telepresence and interactivity in the feature dimension of the sports event live broadcast platform have a positive impact on the immersive experience,and the telepresence and interactivity in the feature dimension of the sports event live broadcast platform have both positive effects on the social presence.It has a positive effect;(3)Perceived usefulness,immersive experience and social presence have a positive effect on the audience’s willingness to continue to use,and empirical studies have found that they play a mediating role.Based on the conclusions of empirical research,this article mainly puts forward the following suggestions:(1)Improve personalized customized services to meet the needs of diverse fans;(2)Meet audience interaction needs and actively explore new interactive models;(3)Improve system layout,Optimize the website interface and improve the quality of the platform;(4)Establish the concept of "content is king",enrich live event resources,and create independent event IP;(5)Explore the combination of live event live and new Internet technologies,and look for development opportunities.