电子竞技用户消费行为影响因素的实证研究——基于SOR理论视角

Empirical Study on Influencing Factors of E-sports Users——Based on a SOR Theory

基于SOR理论,对电子竞技用户消费行为的影响因素进行实证研究。电子竞技用户的消费意愿主要受消费认知、消费动机、外部刺激和产品属性的直接正向影响,其影响大小依次为:外部刺激、消费动机、消费认知、产品属性。电子竞技用户的消费行为受消费能力和消费意愿影响,但消费意愿对消费行为的直接影响不显著。同时,电子竞技用户的消费能力在消费意愿和消费行为之间具有完全中介效应,且在消费能力的作用下,消费意愿对消费能力的直接影响效应为0.842,对消费行为的间接影响效应为0.593。由此对电子竞技相关企业提出建议:加大对外部环境的刺激来影响电子竞技用户的消费意愿;关注电子竞技用户的消费能力,采取措施促进消费行为的产生。

Based on SOR theory,the empirical research is conducted to research the influence factors of consumption behaviors.The consumption willingness of e-sports users is mainly affected directly by consumption cognition,consumption motivation,external stimulation and product attributes.Their influence effects are ranked as external stimulation,consumption motivation,consumption cognition and product attributes.The consumption behavior of e-sports users is affected by consumption ability and consumption willingness,but the direct impact of consumption will on consumption behavior is not significant.At the same time,the consumption power of e-sports users has a full intermediary effect between consumption willingness and consumption behavior,and under the influence of consumption ability,the direct effect of consumption willingness on consumption capacity is 0.842,and the indirect effect on consumption behavior is 0.593.Therefore,the paper proposes to increase the stimulation to the external environment to influence the consumption willingness of the e-sports users,pay attention to the consumption ability of e-sports users,and take measures to promote the generation of consumption behaviors.