| Sports event live broadcast platform is the messenger of sports event,which brings the sound and picture of sports event to every corner of the world.In the past few decades,the sports industry has undergone tremendous changes.Digital technology is unleashing unprecedented growth opportunities.Commercialization has not only enriched the content of previous sports activities,but also spawned many new activities.Development for the mobile end users with more diversified and more convenient way of viewing,watching live equipment threshold lower further contribute to "live sports universal",not only expanded the spread scope of sports events,and the copyright in the sporting events and paid events gradually become one of the ways of the sports industry value.The sports event live broadcasting industry has gradually entered the fast lane of development,and its potential market is very broad and promising.According to data released by China Internet Network Information Center,as of March2020,the number of users of network broadcast in China had reached 560 million,among which the number of sports broadcast users was 138 million,accounting for24.6% of the total number of live broadcast users.China has a large consumer group of sports events,but the paid sports event live broadcasting industry is in the cultivation period,with low payment rate and weak awareness of users to pay for watching games.This paper studies the influencing factors of users’ willingness to pay in sports event live broadcast platform,in order to establish a model affecting users’ willingness to pay,find out the core factors,understand the reasons for users’ low willingness to pay and put forward corresponding feasible suggestions.In this paper,the literature method is adopted to systematically sort out the thinking methods and theoretical basis involved in domestic and foreign research on consumers’ motivation and behavioral intention of sports events,sort out the status quo of mainstream sports event live broadcast platforms in China,and compare the payment modes of different platforms.Based on sports marketing theory and the theory of technology acceptance model,such as research,combining with the sports scene broadcast platform related elements,selection of sports consumers’ motivation as the primary independent variables,perceived value as a intervening variable,the introduction of sports consumers pay consciousness as a moderator variable,rich model variables,Construct the influencing factors model of users’ willingness to pay on sports event live broadcast platform.568 valid sample data were obtained by questionnaire survey.SPSS 25.0 and AMOS 23.0 were used to conduct empirical analysis on the path relationship and model fitness of the constructed STRUCTURAL equation model,and the five main hypotheses proposed in this paper were tested.The results of the study on the influencing factors of users’ willingness to pay in sports event live broadcast platform show that the chi-square degree of freedom ratio of SEM model χ2 / DF is 2.862,p value is less than 0.001,goodness of fit coefficient GFI is >0.8,CFI is 0.950,NFI is 0.926,all greater than 0.90.The structural equation model constructed in this study has a good fit,and the path relationship of theoretical hypothesis is quite consistent with the actual measured data.The following conclusions are drawn :(1)sports consumers’ motivation to watch games has a positive impact on their willingness to pay,and motivation to watch games is a direct factor affecting users’ willingness to pay;(2)Sports consumers’ perceived value has a positive influence on their willingness to pay;(3)Perceived value plays a mediating role between sports consumers’ motivation to watch and willingness to pay;(4)Personal payment consciousness can adjust the positive correlation between perceived value and users’ willingness to pay to some extent.Finally,combining with the analysis of the affecting factors of sports consumers pay will process and path analysis results of SEM model,the author thinks that,watching motivation as the sports consumer’s personal identity attribute pay will have important influence to its,platform operators must be in the form of more equal,real and diligently with sports consumers interact,Knowing real-time consumer feedback on paid events allows operators to improve the quality of their products or services.In the face of a large user group with a willingness to pay,it is a long and complicated process to improve the willingness to pay,which requires continuous mining of the real needs of users and the development of marketing strategies to keep pace with The Times.To sum up,this paper puts forward five policy suggestions for sports event live broadcasting platforms :(1)Dig into user needs and improve the motivation of watching matches;(2)Create a star viewing group to enhance the interaction of the platform;(3)Broaden the development boundary of IP for sports events;(4)Innovative operation mode;(5)Actively cultivate platform users’ awareness of payment. |
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