| With the increasing changes in audience needs and the continuous updates of communication media,the dissemination of sports events has shifted from traditional media to new media.On the one hand,it caters to the audience’s viewing needs,and on the other hand,it cultivates the audience’s usage habits.As the leader of Chinese media,Tencent spent a huge sum of money to obtain the exclusive online broadcast right of the NBA in Chinese Mainland,making Tencent NBA live broadcast events break through space restrictions and stimulate more potential audience attention.With this top-level exclusive event resource,Tencent Sports has won the attention and support of the majority of NBA Chinese fans.Therefore,this paper takes Tencent Sports NBA live streaming events as an example to sort out the development status and communication characteristics of Tencent Sports NBA live streaming events,and explore the influencing factors of audience usage behavior of Tencent Sports NBA live streaming events.Taking the audience’s use behavior of Tencent Sports NBA live broadcast events as the research object,and taking "use and satisfaction" and TAM technology acceptance model as the theoretical support,this paper introduces six variables,namely perceived usefulness,perceived ease of use,use intention,use motivation,use satisfaction and use behavior,to build a research model of audience’s use behavior of Tencent Sports NBA live broadcast events,and takes the development status of NBA live broadcast events and the characteristics of audience’s use as the entry point,Build a research framework from the perspectives of operational models,communication characteristics,and user experience,understand the relevant factors that affect audience usage behavior,and explore targeted and feasible improvement strategies and systems.This paper adopts different empirical methods,such as literature review,questionnaire survey,mathematical statistics,and uses the use and satisfaction theory model and technology acceptance model to study the influencing factors of audience use behavior in combination with the demographic characteristics,use behavior characteristics,use behavior differences and relevance of the audience.The following conclusions are drawn:(1)The impact of audience identity characteristics on use behavior is easy to be ignored.Through differential analysis,it can be concluded that different audiences have different usage behaviors based on basic characteristics such as gender,occupation,and membership status;(2)The audience has a high sense of satisfaction in using,but a low willingness to continue using.By comparing the data,it can be seen that the audience’s satisfaction with usage is greater than their willingness to continue using,which can reveal that Tencent Sports NBA has a higher audience satisfaction with usage,but it does not have a good effect on subsequent usage intentions;(3)Except for perceived usefulness,all other variables positively affect the audience’s usage behavior.Due to the fact that the channels through which the audience obtains information do not only come from Tencent Sports,perceived usefulness does not affect the audience’s usage behavior.However,analyzing the data reveals that usability,usage intention,usage motivation,and usage satisfaction all have varying degrees of impact on usage behavior.Through the analysis and put forward the following suggestions:(1)Improve the audience perception ease of use,enhance the operation effect of live broadcast events.Advocate audience-centric business route positioning and channel construction,and realize the diversified viewing needs of the audience by providing high-quality platform services.(2)Create a "live event + leisure" model to meet the audience’s pursuit of infotainment.Keep up with the pace of the times,adhere to content innovation and model innovation,give full play to the unique advantages of new media,launch a personalized live broadcast event mode,enrich program content,and improve the fun of watching the competition.(3)Improve platform membership services to enhance the audience’s viewing experience.Continuously improve the platform membership service and give members more benefits.Optimize the membership mode to allow members to watch NBA live events immersively.(4)Pay attention to the audience’s use feedback,and conduct satisfaction surveys from time to time.Through audience satisfaction feedback,enhance their willingness to use,continuously innovate and improve,and enhance the value of platform communication. |
