Research On The Influence Of E-sports Consumers’ Continuous Consumption Intention From The Perspective Of Interactive Behavior

With a lot of electronic athletics project officially joined in the Asian games,as well as our country e-sports teams have to shine in the international competition,attracting group after group of teenagers take part in the e-sports,has injected new vitality for our country electronic sports consumption,also bring new opportunities for the development of e-sports industry in China,the e-sports industry development prospect.Esports consumption is the basis for the stable development of esports industry,which can provide an important economic guarantee for the high-quality development of esports.In order to stimulate the continuous consumption intention of esports consumers and optimize the development idea of the current esports industry,this study constructed the conceptual model of esports interactive behavior and continuous consumption intention of esports consumers based on the technology acceptance model（TAM）.The relationship among e-sports interactive behavior,flow experience and consumers’ willingness to continue consumption is discussed by means of literature,in-depth interview,questionnaire survey and mathematical statistics.The results show that :（1）e-sports human-computer interaction has a significant positive impact on e-sports consumers’ willingness to continue to consume.（2）E-sports interpersonal interaction has a significant positive impact on e-sports consumers’ continuous consumption intention.（3）E-sports consumers’ flow experience has a significant positive impact on consumers’ continuous consumption intention.（4）The flow experience of e-sports consumers partially mediates the relationship between human-computer interaction and continuous consumption intention.（5）The flow experience of e-sports consumers partially mediates the relationship between interpersonal interaction and continuous consumption intention.Through validation study hypothesis,this study illustrates the e-sports interactive behavior of consumers and e-sports event flow is an important factor affect the e-sports consumer willingness to spend,and on this basis,the author from the e-sports humancomputer interaction,e-sports interpersonal interaction,flow and four angles e-sports industry development put forward some Suggestions:（1）Create good product attributes and enhance human-computer interaction;（2）Make use of old and new consumer groups to enhance interpersonal interaction;（3）Make good use of emerging science and technology to enhance flow experience;（4）Guide the healthy and orderly development of e-sports industry.