| In recent years,with the support of Internet streaming media live streaming technology,e-sports live streaming platform has achieved rapid development and entered the vision of the majority of e-sports fans.The e-sports live streaming platform not only satisfies people’s viewing of e-sports events,but also brings great convenience to the communication and interaction of e-sports players,accelerates the promotion and communication of e-sports related products,and greatly releases the economic potential of e-sports related products.Undoubtedly,in addition to the use of live game broadcasting,e-sports live streaming platform is also a new marketing channel integrating information dissemination and sales functions,which can meet the audience’s consumption demand for e-sports related products and promote the generation of consumption willingness of platform audience.Therefore,a number of e-sports live streaming platforms have adopted the live streaming mode of "e-sports + marketing",allowing e-sports anchors to publicize e-sports products,online and offline businesses,etc.,to deeply tap the consumption potential of e-sports live streaming platform audiences.However,with the rapid development of e-sports live streaming platform,there are still some problems such as homogenization of live streaming content,imperfect commercial ecological rules,low level of live streaming marketing,and poor profitability stability of the platform.In the long run,this will not only affect the development of e-sports live streaming platforms,but also affect the consumption experience of platform audiences.Based on this,from the perspective of the audience of e-sports live streaming platform,this study adopts the method of combining qualitative research of grounded theory and quantitative analysis to study the factors influencing the consumption intention of the audience of e-sports live streaming platform.First of all,in-depth interviews are conducted on users of e-sports live streaming platform.Through open coding,principal axis coding and selective coding,the original data are summarized to extract eight main categories,namely professionalism,personal charm,interactivity,information quality,promotion stimulus,perceived value,trust and consumption intention,and the hierarchical relationship between each main category is sorted out clearly.Secondly,in combination with the perceived value theory,trust source theory and SOR theory model,professionalism,personal charm,interactivity,information quality and promotion incentives are taken as independent variables,perceived value and trust as intermediary variables,and consumption intention of e-sports live streaming platform audience as dependent variables,relevant hypotheses are proposed for this study and a theoretical model is constructed.Finally,questionnaire is designed and data information is collected to verify whether the hypothesis and model in this paper are valid through empirical research.SPSS26.0 and AMOS25.0 software were used to analyze the data collected from the formal investigation.The research results showed that:(1)in the context of e-sports live broadcast,information quality,professionalism,interactivity and promotional stimulus can positively affect the perceived value of the audience,while information quality,personal charm,interactivity and professionalism can positively affect the trust of the audience;(2)In the context of e-sports live broadcast,audience’s perceived value and trust have a significant positive impact on consumption intention;(3)In the context of e-sports live broadcasting,perceived value plays an intermediary role in information quality,professionalism,interactivity and promotion stimulus,while trust plays an intermediary role in information quality,personal charm,interactivity and professionalism.Finally,based on the research conclusions and variables,three suggestions are put forward for the development of e-sports live streaming platforms:(1)strengthen the personal charm of anchors and enhance the professional ability of e-sports;(2)Improve the interaction level of anchors and innovate the preferential promotion mode;(3)Pay attention to the driving role of internal perception to improve the perceived value and trust of the audience. |
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