A Study On The Factors Influencing The Willingness To Use E-CNY In Major Sports Events

With the rapid development of digital technologies such as big data,cloud computing,artificial intelligence,blockchain,and Internet of Things,new models and new business models of digital economy are emerging.Based on the realistic demand for continuous innovation in the form of currency and means of payment in the development of digital economy,central banks of many countries are actively working on the development of new digital payment tools.In 2020,the e-CNY started its internal testing and piloting,and the Beijing Winter Olympics was included in the first batch of piloting.The Beijing Winter Olympic Games was included in the first batch of the pilot list,and the pilot was successfully completed at the Winter Olympic Games.In March 2022,the People’s Bank of China included the six cities hosting the19 th Asian Games in Hangzhou in its new batch of e-CNY pilot cities.As you can see,large sporting events are becoming important pilot scenarios and showcases for the e-CNY with their strong attraction and focus effect.As an important part of the R&D pilot and the preparation for the Winter Olympics,Universiade and Asian Games,the piloting of e-CNY in the Beijing Winter Olympics,Chengdu Universiade and Hangzhou Asian Games will bring important application value to the digital transformation and development of large sports events and even sports industry.This paper discusses the two-way impact of e-CNY on major sporting events such as the Beijing Winter Olympics,and analyzes the current research results on the factors influencing consumers’ willingness to use digital and mobile payments at home and abroad.Based on this,a theoretical model of the factors influencing the willingness to use e-CNY is constructed and analyzed,and strategies to enhance the willingness to use e-CNY in special scenarios such as large sporting events are proposed.This paper concludes that the deployment of e-CNY at large sporting events:(1)is conducive to innovative event payment methods and improved retail payment efficiency and security during the events;(2)helps drive the digital transformation and development of sporting events from the payment side;and(3)helps build an inclusive,open and healthy big data ecosystem for sporting events.The positive effects of large-scale sports events on the e-CNY pilot are:(1)leveraging the political,cultural and branding effects of the Winter Olympics to shape China’s national image,brand and identity,and realizing the activation of information nodes about the e-CNY during the association and transfer of the branding effects of the Olympics to the host country;(2)leveraging the multi-dimensional interaction of the communication content and scope of large-scale sports events,and during the holding of large-scale events(2)constructing a three-dimensional media presentation of the e-CNY during the event to disseminate the e-CNY in an all-rounded and multi-level manner;(3)relaxing the investment constraint of digital economy infrastructure construction through the economic effect of major sports events,and using the Beijing Olympics to optimize the infrastructure,terminal hardware,software and other kinds of services supporting the operation of the e-CNY.The empirical results show that four variables,namely,attitude toward use,perceived trust,perceived payment environment in the competition area,and digital resource feedbacks of the event,directly affect the willingness of event participants to use e-CNY,and perceived ease of use affects the attitude toward e-CNY use of event participants through perceived usefulness,while perceived usefulness affects the willingness of event participants to use e-CNY through attitude toward use.Age,gender,education level,and satisfaction with tournament-specific goods and tournament services differed somewhat at the level of each factor influencing tournament participants’ willingness to use e-CNY.Based on the theoretical analysis,this paper proposes two strategies to promote the e-CNY for the digital transformation of sports events: strengthening top-level design and establishing a multifaceted and collaborative participation pattern.At the same time,three major points of emphasis are proposed to enhance the willingness of event participants to use e-CNY: strengthening the digital resources of events,increasing the security supervision and popularization of e-CNY,and enhancing digital literacy education.