Wu Yannian, Yim Brian H, Lu Chaoyun, Mao Luke, Zhang James J
Institute of Industrial Economics, Jinan University, Guangzhou, Guangdong, China.
School of Foundations, Leadership and Administration, Kent State University, Kent, OH, United States.
Front Psychol. 2023 Jan 17;13:1028117. doi: 10.3389/fpsyg.2022.1028117. eCollection 2022.
Live sporting event streaming (LSES) is becoming popular not only among consumers but also among sponsors. At the same time, influenced by China's convenient mobile terminals, the paid membership system for live broadcasting has also attracted the attention of marketers and scholars. To promote financial sustainability, we analyzed the internal mechanism of profitability in LSES based on stimulus-organism-response (SOR) theory and two-sided market characteristics. Specifically, we considered advertisement and delay the stimuli (S), arousal and attention as the organism variables (O), and intention to become a paying member as the response (R).
We used an online survey questionnaire to collect data from 430 Chinese LSES viewers during the 2021 European Cup. We used SPSS Amos v. 26 to conduct structural equation modeling (SEM) and bootstrapping to test the model.
The results show that the direct paths from advertisement and delay to behavioral intention were not significant and that these relationships only became significant via the mediating variables of arousal and attention. Compared to advertising, delay had a stronger indirect effect on behavior. Arousal and attention generated a chain intermediary mechanism in which the presence of attention was necessary.
First, LSES platforms should follow Internet development trends and create higher economic value by using precise advertising strategies. Second, LSES platforms should make full use of 5G mobile communication technology to maximize profit. Third, LSES platforms must pay attention to the intermediary mechanism of arousal and attention. Streaming media must provide high-quality events in order to keep target audiences excited.
体育赛事直播（LSES）不仅在消费者中越来越受欢迎，在赞助商中也很受欢迎。与此同时，受中国便捷移动终端的影响，直播付费会员制度也引起了营销人员和学者的关注。为了促进财务可持续性，我们基于刺激-机体-反应（SOR）理论和双边市场特征分析了LSES盈利能力的内部机制。具体来说，我们将广告和延迟视为刺激因素（S），将唤醒和注意力视为机体变量（O），将成为付费会员的意愿视为反应（R）。
我们通过在线调查问卷收集了430名在2021年欧洲杯期间观看中国LSES的观众的数据。我们使用SPSS Amos v. 26进行结构方程建模（SEM）和自抽样检验来测试模型。
结果表明，广告和延迟与行为意愿之间的直接路径不显著，这些关系仅通过唤醒和注意力的中介变量才变得显著。与广告相比，延迟对行为的间接影响更强。唤醒和注意力产生了一种链式中介机制，其中注意力的存在是必要的。
首先，LSES平台应顺应互联网发展趋势，通过精准的广告策略创造更高的经济价值。其次，LSES平台应充分利用5G移动通信技术实现利润最大化。第三，LSES平台必须关注唤醒和注意力的中介机制。流媒体必须提供高质量的赛事，以使目标受众保持兴奋。
