摘要
正确认识电子竞技运动,并对大学生的参与实施合理引导是必要的。电子竞技是集科技、竞技、娱乐、社交于一身的体育产业,且随着娱乐观念的转变,已成为大学生校园生活的调味剂。研究通过对大学生电子竞技爱好者群体的深度访谈,结合前人成果,借鉴计划行为理论的视角,构建了大学生电子竞技消费意愿的影响机理模型,以问卷调查采集数据,开展结构方程模型的实证研究。研究发现,消费体验是促进电子竞技消费的最重要因素,而负面舆论会抑制大学生的电子竞技消费意愿。电子竞技产品本身的质量并不能直接影响消费意愿,要通过游戏体验来影响大学生的消费意愿,且产品的价值体验是最重要的关注点。大学生电子竞技产品开发者和运营者应正视大学生消费体验的积极诉求,确保产品价值体验属性的健康设计,才有利于大学生的良性消费和电子竞技在大学生细分市场的健康、有序发展。
E-sports is a sports industry that integrates technology,competition,entertainment and social.With the change of entertainment concept,it is necessary to have a correct understanding of e-sports and give reasonable guidance to the participation of college students.Through in-depth interviews with college students*e-sports fans,combining with previous achievements and from the perspective of the TPB theory,this paper constructed the influence mechanism model of college students*e-sports consumption intention.Through the research on questionnaire survey,it was found that consumption experience is the most important factor to promote e-sports consumption,and negative public opinion will inhibit college students*e-sports consumption intention.The quality of e-sports products cannot directly affect the consumption intention,but the consumption intention of college students should be influenced by the game experience,and the value experience of products is the most important concern.The developers and operators of college students'e-sports products should face up to the positive demands of college students*consumption experience and ensure the healthy design of product value experience attributes,so as to facilitate the healthy consumption of college students and the healthy and orderly development of e-sports in the market segment of college students.
作者
连忠兴
LIAN Zhongxing(Xiamen University Tan Kah Kee College,Zhangzhou Fujian,363105,China)
出处
《四川体育科学》
2022年第1期126-130,共5页
Sichuan Sports Science
基金
福建省中青年教师教育科研项目哲学社会科学研究规划项目(项目编号:JAS180825)。
关键词
电子竞技
计划行为理论
大学生
消费意愿
Electronic Sports
TPB theory
College students
Consumption intention
