Research On The Influence Of Spectator’s Identity On Consumer Behavior In E-sport Events

E-sports,which has long received controversy and attention as an important area of pan-entertainment,has been able to compare with traditional entertainment industries.Against the backdrop of the global epidemic,traditional sporting events have been suspended,undermining commercial value.The e-sports industry is also affectedaffected,but thanks to digital sports,the e-sports industry is showing strong "anti-epidemic" toughness.At the present stage,China’s e-sports industry has favorable policy conditions,high capital attention,and higher recognition and recognition.China’s e-sports industry will accelerate to regularization and specialization as a result of extensive policy support and capital intervention.At present,China’s e-sports industry has formed a complete industrial chain from top to bottom,and the event is used as an e-sports safety.an important component of an ecological chain.With the development of the e-sports industry,more professional and high-quality events are the future direction.In China,especially in Shanghai,athletes,teams and government support for the e-sports industry are all at the forefront of the game.In order to understand the influence of live audience recognition on live audience consumption behavior of Shanghai e-sports event,this study established a scale of recognition and consumption based on the existing scale and distributed online by three League of Legends fan groups.In other words,five regular season games were distributed on-site.Finally,the hypothesis of the relationship between descriptive,correlative,variance and regression was tested,and the factors and mechanism of the regression were discussed.The results of this paper show that the positive influence of the e-sports audience on their consumption behavior,the positive influence of the crowd on the consumption behavior,and the positive influence of the culture culture on the consumption behavior.What is noteworthy is that the culture of the games has been proven to have a negative impact on the consumption behavior of spectators.At the same time,different categories of viewers are right.There are differences between the recognition and consumption behavior,which shows that age factors do not have a significant impact on the measurement index,and academic background factors do not have a significant impact on the measurement index.But there are significant differences in consumption behavior and personal identification between gender groups,and there are significant differences in consumption behavior,personal identification,value identification,and cultural identification among different income groups.Similarly,whether or not to participate in e-sports varies significantly in terms of consumer behavior,personal identification,and group identification,but it does not have a significant impact on value identification and cultural identification.Based on the results of the above study,the following suggestions are made: 1.Strengthen the individual identification of the audience and deepen the brand construction of e-sports.Secondly,it promotes a sense of belonging among the audience and promotes recognition and construction.3.Promote cultural identification and strengthen cultural confidence in e-sports.4.Realize deep social values and create positive social effects.V.Innovative tournament marketing to improve the quality of products and services6.Market segmentation for audience,differentiated management and marketing.