Investigation On Player Loyalty In China’s E-sports Market

With the development of China’s e-ports game market and the continuous growth of the number of players,China’s e-sports games have entered a new stage of development,so how to effectively improve player loyalty for the majority of game manufacturers is worth their thinking.The paper is based on the theoretical framework of SOR stimulus response model,selected the game manufacturers’ creativity,game influence,game communication effect,fan operation,club strength and other five factors as an external stimulus dependent factor,selected the satisfaction as the intermediary variable,choose loyalty as the outcome variable and market recognition as a regulatory variable.Using the Questionnaire method,empirical analysis method and literature research method,305 effective players of League of Legends games were selected as the survey objects to explore the influencing factors of e-sports game player loyalty based on the questionnaire results.Firstly,the research results of scholars at home and abroad,rational behavior theory,user satisfaction theory,user loyalty theory model,SOR theory,respectively,construct the research framework of League of Legends as the example to obtain the corresponding questionnaire data.Finally,SPSS software to analyze the influence factors of game player loyalty.Based on the results to enhance the loyalty of e-sports game players.The paper found that the creativity,game influence,game communication effect,fan operation and club strength of game manufacturers will positively affect the satisfaction and loyalty of game players.The creativity of game manufacturers,game influence on player satisfaction,club strength on loyalty,and player loyalty;market recognition has this positive effect in the process of game communication influence,game communication effect and fan operation on satisfaction.In improving the loyalty of e-sports game players,this article puts forward the creativity of game manufacturers,enhance the positive influence of e-ports games,take "live + e-sports" mode to improve game communication effect,do a good job of e-sports players fan organization operation management,enhance the comprehensive strength of e-sports game club,improve e-sports game market recognition,etc.