Research On Influencing Factors Of E-Sports Webcast Based On Consumers’ Willingness

In recent years,E-sports live broadcasting has developed rapidly.In 2017,capital forces including e-commerce,video websites and game companies entered E-sports clubs one after another,opening the era of national E-sports.At the same time,due to the late start of E-sports and the lack of understanding of it,the related research mainly focuses on the emergence and development status of e-sports,the cultivation of E-sports live broadcast interpretation and the copyright of E-sports live broadcast,and the research on the consumption intention is less.This paper studies the consumption intention of E-sports live broadcast through the research,In order to provide a new perspective and ideas for the research of E-sports.The research content of this paper is divided into the following parts.The first part(Chapter 1 and Chapter 2)introduces the research background,research significance and research ideas;the second part(Chapter 3 to Chapter 5)uses the methods of literature review,questionnaire survey and empirical analysis,taking the college students in Wuhan as the survey object,based on the consumption intention related model,compares the research results at home and abroad According to the research results,six variables,perceived usefulness,perceived ease of use,product attributes,external soft environment,external support factors and social needs,which may have an impact on consumption intention,are proposed.Hypotheses are made for each variable,and an effective questionnaire is designed to collect effective data through literature review,related interviews and pre survey.Then spss21 software is used to analyze the data Descriptive analysis,reliability and validity test,normality test and linear regression analysis can determine the relationship between variables.The third part(Chapter 6)summarizes this study,and describes the shortcomings of this study,as well as the prospects of the research in this field.The results show that:perceived usefulness,product attributes,external soft environment,external support factors,social needs five variables have a significant positive impact on the consumption intention of E-sports live broadcast,but perceived usefulness has no significant impact.It needs consumers to establish correct values,enterprises to provide a good external support environment,excellent product attributes,and useful functional system.The increase of society is positively guiding,and the government strengthens supervision and regulation to provide a good external soft environment for E-sports live broadcasting platform and platform audience users.