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

Yao Zou, Xizhi Zhang, Weitao Zheng and Zhiyong Huang

Technological Forecasting and Social Change, 2023, vol. 189, issue C

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.

Keywords: SEM model; Chinese sports live broadcast platform; Audience perception; Audience loyalty (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0040162523000471
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:189:y:2023:i:c:s0040162523000471

DOI: 10.1016/j.techfore.2023.122362

Access Statistics for this article

Technological Forecasting and Social Change is currently edited by Fred Phillips

More articles in Technological Forecasting and Social Change from Elsevier
Bibliographic data for series maintained by Catherine Liu ().