In order to further clarify the formation process of e-sports user behavior and provide certain decision-making reference for the sustainable and healthy development of e-sports industry,the SEM model is constructed and analyzed based on Extended Theory of Planned Behavior and the theory of Uses and Gratifications.The results show that four kinds of demand-motivation factors,such as substitution achievement,aesthetic enjoyment,drama experience and social interaction,can positively affect e-sports users'behavior attitude,and the social interaction factor has the most significant effect.E-sports users'behavioral attitudes,subjective norms and perceived behavior control can not only positively affect e-sports participation behavior through the mediating effect of e-sports participation intention,but also directly affect e-sports users'participation behavior.Among them,subjective norms have the most significant impact on e-sports participation intention,and perceptual behavior control has the most significant direct impact on e-sports users'participation behavior.E-sports participation intention plays an incomplete mediating role between the above three independent variables and e-sports participation behavior.
关键词
电子竞技/电竞用户/拓展计划行为理论/使用与满足/SEM模型
Key words
e-sports/e-sports users/extended theory of planned behavior/uses and gratifications/sem model
维普
万方数据