Influences of Personal Characteristics and Residential Environment of Female Viewers of Online Sports Consumption in Sports E-commerce Live Streaming
This study investigated the comprehensive influences of personal characteristics and residential environment on online sports consumption among female viewers in the context of sports E-commerce live streaming.Through questionnaire and data analysis,it was found that job position,income level,marital status,and air quality in the place of residence(specifically,the annual average concentration of sulfur dioxide)had significant effects on female viewers'online consumption.Firstly,women in higher job positions,with moderate income levels,and married were more inclined to engage in online consumption on sports E-commerce live streaming platforms.This verified the important influences of social class and life cycle background on the female viewers'decision-making.When the air quality of the city deteriorated,the female viewers'were more willing to spend on sports E-commerce live streaming platforms.This suggested that there might be a synergistic effect between environmental factors and individual characteristics.Thirdly,fan identity further drove the female viewers'online sports consumption.This indicated that fan identity and the underlying psychological needs and behavioral patterns must be fully considered when formulating marketing strategies.These findings not only provided insights for policy-making but also served as important references for sports E-commerce live streaming platforms in developing personalized promotion strategies and providing precise services.
sports E-commerce live streamingfemalepersonal characteristicsresidential environmentonline sports consumption
万方数据
维普
