| With the rapid development of the Internet,e-sports,a new type of competition,came into being.In China,e-sports has become one of the official sports events.The country’s attention to the e-sports industry continues to increase.Relevant policies issued by various departments have mentioned the development of the e-sports industry to varying degrees.On November 5,2021,the Hangzhou Asian Games Organizing Committee officially announced that eight e-sports were selected for the 19 th Asian Games in 2022,marking the official arrival of e-sports on the stage of large intercontinental comprehensive games.Among them,"Honor of Kings" rocketed into the list,which is the only Chinese self-researched 5V5 mobile e-sports project into the Asian Games game.In 2016,the Honor of Kings Professional League(KPL for short)was launched.After five years of development,the King of Glory professional league is the top e-sports event in China in terms of the scale of the event,the maturity of the competition system,and the size of the fans.Tickets for popular teams are often hard to get.This article takes the audience of the Honor of Kings Professional League as the survey object.By reviewing the literature,this paper sorts out concepts such as e-sports,motives for watching games,behavioral intentions,and social media.Then,using questionnaires and mathematical statistics,this paper explores the analysis of the impact of audience motives on behavioral intentions.In addition,social media is used as a moderating variable to explore whether viewer engagement on social media enhances the effect of viewer motivation on behavioral intentions.Based on the established scales of spectator motivation,behavioral intention,and social media participation,this study was modified with the actual situation of e-sports viewers to form a preliminary questionnaire.Online and offline methods were used to distribute 147 questionnaires to KPL viewers for pre-survey.The pre-survey data was pre-tested to eliminate items that did not meet the reliability requirements to form the official questionnaire.The same combination of online and offline methods was used to collect 347 official questionnaires.SPSS24.0 software and AMOS24.0 software were used to conduct reliability tests,structural model analysis,correlation analysis,and moderating effect analysis on the recovered questionnaires.The research results show that the audience characteristics of the Honor of Kings Professional League are young.The audience’s motivation to watch the game has a significant positive impact on behavioral intention.The motivation for watching the game is divided into eight dimensions: excitement,escape,intellectual results,achievement,team identification,learning analysis,drama,and social interaction.Each dimension has a significant positive effect on behavioral intentions.The behavior intention includes positive evaluation,consumption behavior,recommendation behavior,and reselection behavior.When analyzing the moderating effect of social media participation through hierarchical regression,this study found that social media participation positively moderates the influence of audiences’ knowledge-seeking outcomes,achievement,team identification,learning analysis,and social motivation on behavioral intentions.However,it did not moderate how excitement,escape motivation,and drama affect behavioral intentions.Based on the above investigation and analysis,suggestions are made to(1)optimize the viewing environment to improve the viewing experience;(2)improve the league system to enhance the spectacle of the event;(3)pay attention to the star effect to positively guide the fans;(4)strengthen the linkage with social media to enhance the audience stickiness. |
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