A Study on the Relationship between Payment Intentions and Influencing Factors of Audiences in e-Sports Games: Based on the SOR Model

Utilizing the sor model as the theoretical framework, this study conducts an in-depth empirical analysis of the consumption intentions and their influencing factors among offline audiences of e-sports events. By comprehensively considering the multidimensional factors affecting consumption intentions, this research explores the direct impact of variables such as consumption ability, consumption cognition, personal charm, and publicity on e-sports event consumption intentions. Additionally, the study emphasizes the mediating role of perceived value. The findings are as follows: Firstly, there is a significant positive direct relationship between consumption ability, consumption cognition, personal charm, publicity, and consumption intentions. Secondly, perceived value acts as a mediating variable, enhancing the effect of consumption ability, consumption cognition, personal charm, and publicity on consumption intentions. Finally, the significant mediating effect of perceived value highlights its key role in shaping consumption intentions, underscoring the importance of enhancing consumers&quot perceived value in marketing strategy formulation. This research provides a new perspective on understanding the consumption behavior of offline e-sports event audiences and offers valuable guidance for the marketing practices of e-sports events.