Effect of Online Viewing Motivation of Sports Events on Viewing Behavior Intention:Chain Mediation Effect on Flow Experience and Perceived Value
In order to explore the influence mechanism of online viewing behavior intention of sports events,two important mediating variables,flow experience and perceived value,were introduced to construct and test the theoretical model of sports audience's vie-wing motivation on viewing behavior intention of sports events by using structural equation model.The results showed:(1)online viewing motivation,flow experience and perceived value are significantly positive influence on viewing behavior intention;(2)online viewing flow experience and perceived value play partial mediating roles in online viewing motivation and behavioral intention;(3)online viewing flow experience and perceived value play a chain mediating role between viewing motivation and viewing behavioral in-tention.It verifies the applicability of the theory of"use and satisfaction"to the online viewing behavior under the new media envi-ronment.At the same time,it has a certain enlightenment for the event operators to plan sports events according to the differences of viewing motivations,stimulate diversified viewing motivations of online audiences,present diversified event communication,provide immersive interactive experience,enhance user interaction and loyalty,and achieve precise positioning between the event content and users.
online viewingviewing motivationbehavioral intentionflow experienceperceived value
万方数据
维普
