Overview

Original Research

RESEARCH ON THE USER BEHAVIOR OF LIVE STREAMING SPORTS VIDEOS

YU FAN 1, BANG NGUYEN 2, and KEMO BADIANE 3.

Vol 18, No 05 ( 2023 )   |  DOI: 10.17605/OSF.IO/VWQBG   |   Author Affiliation: Deputy Dean of the Department of Business Administration, Business School, Lingnan Normal University, Zhanjiang, Guangdong; Guangdong Coastal Economic Belt Development Research Center, Lingnan Normal University, Zhanjiang Guangdong, China 1; Doctorate Student, Department of Sport Management, National Taiwan University of Sport, Taichung, Taiwan / Department of Facilities Management, Ton Duc Thang University, Ho Chi Minh City, Vietnam 2; Associate Professor, Nanfang College - Guangzhou, Wenquan Town, Conghua District, Guangzhou, China 3.   |   Licensing: CC 4.0   |   Pg no: 399-416   |   Published on: 15-05-2023

Abstract

The purpose of this study is to predict the behaviour of sports video users as an entry point to predict the behaviour of the participants watching sports videos. It is used to predict and explain individual behaviour, effectively explain the reasons why people participate or not in online sports activities, and to a certain extent, predict the behaviour of actors. This study uses intentional sampling method to select students who like watching videos to exercise. Snowball sampling method was also used to select 14 college students. It is estimated that 420 questionnaires were collected in total, but 405 were recovered with a recovery rate of 96.4%. After excluding 48 invalid questionnaires, 356 valid questionnaires were obtained, with an effective rate of 87.9%. The findings show that most of the sports videos (1) are watched by women, mainly in the fourth grade. (2) They watched more than five times a week for more than 40 minutes. (3) Viewing behavioural attitude (BA)/behavioural intention (BI) has the highest predictive power on user behaviour (UB).

Keywords

Sports Videos, Theory of Planned Behaviour (TPB), User Behaviour (UB), Live Streaming