Research On The Relationship Among Motivation,Perceived Value And Behavior Intention Of Spectators In Professional E-Sports Event Based On SDT Theory

E-sports as an emerging sporting events has experienced a relatively bumpy course of development,but in recent years,with the national and local governments promulgating and implementing a series of policies,the development prospect of e-sports and its industry are suddenly clear.Nowadays,with the continuous exploration and innovation of e-sports industry,the development of e-sports industry in China gradually tends to mature,e-sports industry scale continues to expand,and professional events continue to enrich,however,there are also some problems in the process of development,such as the lack of influential independent event brands,poor development and operation capacity,and weak revenue capacity of the event itself.The proportion of e-sports’ s ecological market with the event as the core is not high.and there is still a lot of room for the development of e-sports event.As the main consumer group of e-sports event,the spectators is not only an important part of e-sports,but also an important research object in e-sports industry.However,compared with traditional sports,except for some head e-sports events with a larger audience,the attention of other events is far less than that of traditional sports,and the demand for watching games is not as strong as that of football or basketball events.And based on the convenience of watching games on the Internet,80% of e-sports users choose to watch the events online,and the attention of offline events is still at a low level.The vitality of offline events and activities need to be further released.Therefore,this study mainly deeply discusses the relationship among e-sports’ s audience motivation,perceived value and behavior intention,to puts forward some feasible suggestions for the improvement of China’s professional e-sports event operation,event service,club brand building and so on.Based on the self-determination theory,this study uses the methods of literature,questionnaire and mathematical statistics to investigate the audience’s motivation,perceived value and behavior intention.Taking League of Legends pro League as an example,taking the audience at the event as the survey object,the questionnaires were distributed,and the data obtained were processed and analyzed.The results show that(1)the spectators of professional e-sports events are mainly young people,and new people continue to join the ranks of people who love e-sports events;(2)there is a significant positive correlation among the motivation,perceived value and behavior intention of the spectators at the professional e-sports events;(3)the internal motivation,autonomous motivation and controlled motivation of the spectators have a positive impact on the audience’s perceived value and behavior intention,respectively,among which the influence of autonomous motivation is the strongest and the influence of controlling motivation is the weakest;(4)the internal motivation,autonomous motivation and controlled motivation of the spectators have a positive impact on the audience’s behavior intention;(5)the perceived value of the spectators plays an mediating role between their game-watching motivation and behavior intention.Based on the above analysis results,this study puts forward the following research suggestions from the perspective of spectators’ motivation and perceived value,in order to help professional e-sports events develop better and give full play to the vitality and value of offline events.First,enrich the service content of the event to stimulate the spectators’ motivation to watch the game.Spectators’ watching behavior is based on different motives and purposes,so it is necessary to formulate event plans that can meet the individual needs of spectators according to different types of motivation.Second,improve the service quality of the event to enhance spectators’ perceived value.watch the game offline requires the audience to pay a certain amount of time,energy and money,so the audience needs to gain something from the process of watching the game in order to make up for their payment and make them feel the value of the trip,so it is necessary to provide a higher level of service for the audience.Third,improve the popularity and reputation of the event to enhance the audience’ s sense of identity.The relevant parties of the event can make full use of the new media platform to promote relevant content of the e-sports event to improve its popularity,at the same time pay attention to the realization of their own social value to enhance social identity of E-sport events.