| With the increasing interest and participation of the public in sports events,the development momentum of the sports competition performance industry is becoming increasingly rapid.In October 2021,the General Administration of Sport of China issued the "14th Five Year Plan for Sports Development",which comprehensively laid out the development direction of sports related industries in China over the next five years,and proposed the goal of reaching a total scale of five trillion yuan in the sports industry.The sports competition and performance industry,as one of the core parts of the sports industry,has attracted attention from all walks of life.Professional leagues led by China Vocational Basketball Association have gradually become one of the most influential professional sports leagues in China,and have been loved by fans for many years.Their event IP is also the focus of competition among industry giants.More and more corporate giants are realizing this and starting to invest heavily in it,The ultimate goal is to increase and enhance one’s exposure.Since the launch of the 2.0 brand upgrade plan in 2019,the number of fans watching and the lively atmosphere on site have continuously pushed the attention of this league to its highest point.Through emerging media platforms such as Tencent Sports and Migu Sports,which have won the IP of the China Vocational Basketball League and adopted diversified innovative operating models,they have successfully attracted a lot of fan user traffic.At the same time,the brand radiation effect generated through various channels after investment has brought huge profits to related enterprises.The fan base is an important factor for the survival of the event platform,so how to tap into the potential of fans has been a constantly pondering issue for the event platform from beginning to end.Since the COVID-19 pandemic in 2020,major sports events,including the Chinese Basketball League,have suffered a huge impact.After the suspension and closure of events due to the pandemic,the Chinese Basketball League has gradually allowed some fans to enter and watch in 2021.However,it is an undeniable fact that most fans are unable to enter and watch,which allows online game platforms to have more access to fans and increase their revenue and influence,The key factor lies in whether the event platform can have high-quality content to attract fans,thereby enhancing their loyalty and viscosity to the platform.If its content is loved by the fan community due to its high quality,there is a high chance of being converted into platform consumers,enhancing and enhancing consumer willingness.The online sports event platform serves as a link between the league and fans,and its favorable atmosphere and environment can bring immeasurable economic benefits to the platform.Therefore,this article takes the basketball fan group in vocational schools as the research object,combines existing theoretical foundations and relevant research results to construct a model of the influencing factors of the atmosphere elements of the relevant platform on the fan group’s willingness to purchase league supplies,and proposes research hypotheses.Through questionnaire survey,the relevant attitudes of the fan group towards the environment atmosphere of online game platforms are collected,and sample data is used for analysis to test the proposed hypotheses,Finally,propose targeted suggestions based on the research results.Firstly,according to the existing theoretical basis and research results,a model of the influencing factors of the willingness of fans to purchase league-related supplies is constructed.The model focuses on the influence of purchasing intention such as supportive atmosphere and interactive atmosphere,mediates perceived trust and perceived entertainment,takes consumption intention as the dependent variable,and adds three external variables such as age,gender and income to influence purchase intention,and puts forward relevant hypotheses.Secondly,through questionnaire survey,the attitude of the fan group to the relevant influencing factors is collected,the corresponding model is made according to the theory and the relevant hypothesis is made,and then the relevant sample data is analyzed with the help of SPSS analysis software to further hypothesis testing.Subsequently,the following research findings were obtained:(1)Interactive atmosphere has a significant positive impact on perceived entertainment and perceived trust;(2)Having a good supportive atmosphere can significantly enhance people’s entertainment experience and trust;(3)Both perceived entertainment and perceived trust have a significant positive impact on consumer willingness;(4)Perceived entertainment has a significant positive impact on perceived trust.Based on the above theory,this article proposes a series of suggestions for the future development of event platforms:(1)improving the participation and entertainment of fans online,(2)creating a diversified profit model path,(3)creating a professional commentary team,(4)constructing a "sports+entertainment" model to meet the perceived entertainment and information needs of fans,(5)strengthening mutual trust with the fan community and establishing reliable trust relationships. |
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