Research On The Factors Influencing The Consumption Intention Of E-sports Users Based On The Theory Of Planned Behavio

Given the large scale of electronic sports consumption and the increasing maturity of the electronic sports business model,it is necessary to shift towards a more sophisticated development model that focuses on mining the consumption willingness of electronic sports users.In this context,a more refined and in-depth study of the consumption willingness of electronic sports users has both theoretical and practical value.Currently,there are two shortcomings in the research on the consumption willingness of electronic sports users:(1)the focus is only on the factors that influence consumption willingness,but the mechanisms behind the consumption willingness of electronic sports users are rarely studied;(2)there is relatively little research on new variables based on the characteristics of electronic sports.Based on this,this study proposes three research objectives:(1)to develop a“Factors Influencing the Consumption Willingness of Electronic Sports Users”questionnaire by drawing on mature scales,to explore the main factors that influence the consumption willingness of electronic sports users.(2)to attempt to find new factors that affect the consumption willingness of electronic sports users based on the theory of planned behavior,and to analyze the relationships between the influencing factors.(3)The study also aims to explore the mechanisms behind the influencing factors and to construct a model of the consumption willingness of electronic sports users.Using literature,interviews,questionnaires and mathematical statistics to study the construction of the model,on the basis of retaining the key variables of the theory of planned behavior(attitude,subjective norms,perceived behavior control),media types and media patterns as new variables to be examined.Then the research hypothesis was put forward,the research model was established,and the questionnaire was distributed and retrieved.The data were analyzed by Amos27.0 and SPSS 27.0.The study found that:(1)a reliable and effective measurement tool was developed;(2)two factors that directly affect the consumption willingness of electronic sports users were identified.Perceived behavioral control has the largest direct positive impact on the consumption willingness of electronic sports users,while attitude has a direct positive impact on the consumption willingness of electronic sports users.(3)two factors that indirectly affect the consumption willingness of electronic sports users were identified.The type of media use has a positive impact on the attitude of electronic sports users and,through this mediating variable,affects their consumption willingness;media use patterns have a positive impact on the perceived behavioral control of electronic sports users and,through this mediating variable,affect their consumption willingness.(4)The model of the consumption willingness of electronic sports users has a good fit and adaptability.Based on the theory of planned behavior and after multiple revisions,the model has a high degree of adaptability,with revised paths consistent with the results of user surveys,and all model adaptability indicators achieving good results.