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Exploring the sustainable influencing factors of audience loyalty of Chinese sports live broadcast platform based on SEM model

Author

Listed:
  • Zou, Yao
  • Zhang, Xizhi
  • Zheng, Weitao
  • Huang, Zhiyong

Abstract

Taking the sports live broadcast platform as the research object, relying on the relevant dimensions of audience perception, this thesis aims to explore the influence mechanism of the audience loyalty of Chinese sports live broadcast platform. After proposing corresponding research hypotheses, and exploring the deeper reasons that affect audience loyalty, it formulates an optimization path to improve audience loyalty to sports live broadcast platforms. The final research results are drawn as follows: (1) The audience's perceived value of sports live broadcast platform directly affects the audience's loyalty; (2) The functional quality, ease of use and service quality of the live broadcast platform will also have some impacts on audience loyalty. The current problems of Chinese sports live broadcast platform in cultivating audience loyalty are analyzed based on the empirical research results; The improvement measures are discussed to enhance the audience loyalty from the three levels of government, industry and platforms.

Suggested Citation

  • Zou, Yao & Zhang, Xizhi & Zheng, Weitao & Huang, Zhiyong, 2023. "Exploring the sustainable influencing factors of audience loyalty of Chinese sports live broadcast platform based on SEM model," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    • Handle: RePEc:eee:tefoso:v:189:y:2023:i:c:s0040162523000471
    DOI: 10.1016/j.techfore.2023.122362
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    References listed on IDEAS

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    1. Ovidiu-Ioan Moisescu & Oana-Adriana Gică, 2020. "The Impact of Environmental and Social Responsibility on Customer Loyalty: A Multigroup Analysis among Generations X and Y," IJERPH, MDPI, vol. 17(18), pages 1-21, September.
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