我国电子竞技用户参与行为意愿的影响机制研究

Research on the Influence Mechanismof Willingness of Users to Participate in E-sports in China

目的:构建电竞用户对电子竞技的感知价值、感知风险、社会认同与其电子竞技参与行为的关系模型,探讨电子竞技用户参与行为意愿的影响机制。方法:运用文献资料法、问卷调查法、数理统计法,设计开发用户对与电子竞技运动的感知和行为问卷,选取上海市5所高校的912名学生作为调查对象,采用SPSS24.0与AMOS24.0软件对电子竞技感知价值、感知风险、社会认同与参与行为的结构关系进行分析检验。结果主要发现:用户对于电子竞技的感知价值和社会认同对其参与电子竞技的行为意愿有非常显著的正向作用;用户对于电子竞技的感知风险对其参与电子竞技的行为意愿有非常显著的负向作用。结论:电子竞技感知价值、感知风险和社会认同分别是电竞用户参与行为产生的主导因素、阻碍因素和中介因素。在此基础上,认为应从顶层设计、防范风险以及加强社会宣传三个方面来提高电子竞技用户的感知价值、规避感知风险和重塑用户社会认同。

Objective:To construct the relationship model between E-sports users'perceived value,perceived risk,social identity and E-sports participation behavior,and to explore the influence mechanism of E-sports users'willingness to participate.Methods:Using the methods of literature review,questionnaire survey and mathematical statistics,a questionnaire on users'perception and behavior of E-sports was designed and developed.912 students from five universities in Shanghai were selected as the research objects,and the structural relationships among E-sports perceived value,perceived risk,social identity and participation behavior were analyzed and tested by spss24.0 and amos24.0.The results show that users'perceived value and social identity for E-sports have a very significant positive effect on their willingness to participate in E-sports;Users'perceived risk for E-sports has a very significant negative effect on their willingness to participate in E-sports.Conclusion:the perceived value,perceived risk and social identity of E-sports are the leading factors,hindering factors and mediating factors respectively.On this basis,the author thinks that we should improve the perceived value of E-sports users,avoid perceived risks and reshape users'social identity from top-level design,risk prevention and social publicity.