Can signal delay and advertising lead to profit? A study on sporting.

Introduction: 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). Methods: 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. Results: 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. Discussion: 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.

Assessing corporate social responsibility in China's sports lottery administration and its influence on consumption behavior.

The purpose of this study was to identify and examine consumer perception of corporate social responsibility (CSR) in China's sports lottery industry, and the effect of perceived CSR initiatives on sports lottery consumption behavior. Research participants (N = 4,980), selected based on a computer-generated, randomly stratified multistage sampling process, comprised Chinese residents who had purchased sports lottery tickets in the past 12 months. They completed a questionnaire that was derived from a qualitative research process. A factor analysis extracted two factors associated with perceptions of CSR in China's sports lottery administration: Regulatory and Prevention Responsibilities and Product Development Responsibility. Logistic regression analyses revealed that these two factors were influential of consumer behavior (i.e., relative and absolute expenditure, purchasing frequency, and time commitment). This study represents an initial effort to understand the dimensions of perceived CSR associated with Chinese sports lottery. The findings signify the importance of enforcing CSR in sports lottery administration.

Dimensions of problem gambling behavior associated with purchasing sports lottery.

The purpose of this study was to identify and examine the dimensions of problem gambling behaviors associated with purchasing sports lottery in China. This was accomplished through the development and validation of the Scale of Assessing Problem Gambling (SAPG). The SAPG was initially developed through a comprehensive qualitative research process. Research participants (N = 4,982) were Chinese residents who had purchased sports lottery tickets, who responded to a survey packet, representing a response rate of 91.4%. Data were split into two halves, one for conducting an EFA and the other for a CFA. A five-factor model with 19 items (Social Consequence, Financial Consequence, Harmful Behavior, Compulsive Disorder, and Depression Sign) showed good measurement properties to assess problem gambling of sports lottery consumers in China, including good fit to the data (RMSEA = 0.050, TLI = 0.978, and CFI = 0.922), convergent and discriminate validity, and reliability. Regression analyses revealed that except for Depression Sign, the SAPG factors were significantly (P < 0.05) predictive of purchase behaviors of sports lottery. This study represents an initial effort to understand the dimensions of problem gambling associated with Chinese sports lottery. The developed scale may be adopted by researchers and practitioners to examine problem gambling behaviors and develop effective prevention and intervention procedures based on tangible evidence.