Study On The Relationship Between Online Viewing Experience,Satisfaction And Behavior Intention Of Professional E-Sports Events

In recent years,the word "E-sports" has frequently appeared in people’s vision.As a new sports event,the uniqueness and youth characteristics of professional E-sports events have attracted many people who love E-sports to participate in it.As E-sports becomes an official project of the 2022 Hangzhou Asian Games,it will certainly bring a new round of "national E-sports" boom.In the field of e-sports,the LOL project is one of the e-sports projects with the most mature development,the widest market and the largest coverage.The professional team of China’s hero League won the champion of the global finals of the LOL three times in 2018,2019 and 2021,and has a large number of fans who are keen on E-sports in China.It has been ten years since the development of the LOL professional E-sports League.In 2018,League Of Legends Pro League(LPL)ranked among the top ten in the list of sports events with the most sponsorship value,showing great commercial value and influence on the new generation.But the content of the competition market is changing faster.The rise of mobile games has brought some challenges to the PC terminal competition.How to further strengthen IP value,optimize the audience’s experience,cultivate loyal audience in LPL League and penetrate the new generation game player in LPL,further promote the commercial value and influence of the LPL tournament is a difficult problem for the League to further develop.In this regard,this paper will study the online viewing experience,satisfaction and behavior intention of LPL viewers.This paper compares existing literature on the concepts of e Sports,customer experience,satisfaction,and behavioral intention,and investigates the mediating effect of satisfaction between online viewing experience and behavioral intention in the context of the sports event domain,proposes a hypothetical relationship between the three and designs a measurement scale.Through interactive interviews with LPL tournament operators and loyal fans of LPL tournaments to obtain a deeper understanding of LPL tournaments,based on which questionnaires are distributed to the viewers watching LPL tournaments online for investigation,and using statistical methods such as factor analysis,correlation analysis and structural equations to test the hypotheses in the study,and based on the results to analyze and summarize and put forward relevant practical suggestions.The results show that:(1)the online viewing experience of LPL audience has a positive impact on the behavior intention of spectators;Among them,sensory experience,emotional experience,thinking experience and action experience in online viewing experience have a positive impact on viewers’ behavior intention;(2)In the online viewing experience of LPL viewers,sensory experience,emotional experience and thinking experience have a positive impact on satisfaction;(3)Due to the form of online viewing and the characteristics of professional E-sports events,the action experience in the online viewing experience of LPL viewers has no positive impact on satisfaction;(4)Online audience satisfaction also has a significant positive impact on behavior intention.At the same time,satisfaction plays a partial intermediary role between sensory experience,emotional experience and thinking experience.Through the above research results,this paper puts forward the following suggestions: first,multi-matrix to optimize the way of watching the game and improve the experience of watching the game;second,to meet the diversified needs of the audience and improve the satisfaction of watching the game;third,to focus on the IP value of the league and improve the reputation of the league.