| On September 2nd,2019,the State Council issued the "Outline for the Construction of a Strong Country in Sports".This document,which lasted until 2050,fully reflects the country’s high emphasis on sports.In the article,speeding up the development of the sports industry and cultivating new energy for economic development are written into the outline as one of the "five strategic tasks".As one of the carriers for national development of "Internet + sports" and promoting e-commerce platforms to provide sports consumer services,mobile apps for sports events live strive to seize this opportunity and on the basis of possessing top sports broadcast rights,continue to innovate and improve the means and level of live sports events on the mobile terminal,thereby to increase users’ loyalty for such products as well as stimulating users’ enthusiasm for watching sports events on the mobile terminal so as to retain users and enhance their purchase behavior for APP sports members.The development and operation of mobile broadcast apps for sports events in China has not been so long,but it is developing rapidly.Some industry-leading mobile broadcast apps for sports events are about to enter the mature stage of the product life cycle.Therefore,how to retain users and how to improve users’ stickness is very importantIn order to achieve the research goals,this research firstly conducted a literature review of the relevant research content,mainly including the research on the development status,operation mode,and competition copyright development of Chinese mobile sports APPs;The second part is the factors on user stickness.In addition,this research includes the concepts and influence factors of user experience into the impact indicators for evaluating user stickness.Through the literature review,the indicators that affect the mobile broadcast app of sports events are identified as five angles:1.APP product brand: It mainly analyzes through three aspects: APP brand effect,APP brand recognition,and APP brand dependency and loyalty.2.APP operation experience: What functions can the user experience during the use of the APP,and whether the operation interface logic of the APP conforms to the users’ habits.3.APP audiovisual experience: mainly manifested in the visual experience（smoothness,clarity,etc.）of the APP during live sports events,and the auditory experience（such as live audio quality,etc.）4.APP content experience: refers to the degree of innovation and richness of the live content of the APP during the live broadcast process,whether it can bring users a differentiated live broadcast experience.5.APP interactive service: Whether the interactive process in the process of using APP to watch the game meets the user’s emotional and social needs.In order to better evaluate the users’ stickness influence indicators determined by this research,this article selects the Tencent Sports APP,the “leader” of the domestic sports mobile phone live broadcast app,and uses its live NBA（American Basketball Professional League）as an example.Based on the questionnaire survey method and content analysis method for the user brand,operation experience,audiovisual experience,content experience,and interactive services of the APP,the current problems in the cultivation of user stickiness of mobile broadcast apps for sports events in China are summarized.This research will put forward suggestions for improvement based on the problems,and provide a reference for the cultivation of user stickiness of mobile app for sports events in China,so as to retain more users and realize the long-term development of APP in terms of sports events live.According to the conclusions of this article,the problems with mobile phone live APPs in the cultivation of user stickness are mainly concentrated in the following 5aspects:（1）Brand effect has been formed,but user loyalty is not quite high（2）"Homogeneity" of function settings is serious（3）No "user-centric" live broadcast pattern（4）Member services are “high in price and not true to their names”,and the purchase willingness of users is not strong（5）The validity of one-way interaction is questionedAccording to the problem,the suggestions for improving the user stickiness of mobile phone APPs for sports events in this study are as follows:（1）Develop differentiated APP brands and strive to cultivate users’ loyalty（2）Continuously improve and innovate APP function settings（3）Deeply penetrate the user market,conduct user demand research,and provide targeted live broadcast services（4）Rethinking Member Services and Innovating Member Service Experiences（5）Pay attention to interactive activities and two-way communication... |
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