Influence of Motivation, User Engagement, Application Features and Personality Traits Affecting to Gratification of Users in CCTV Sport Application in China.

Abstract

The research aims to investigate motivation, user engagement, application features, and personality traits associated with the use of the CCTV Sports App, as well as to examine their influence on user gratification. A quantitative cross-sectional survey design was employed using a structured questionnaire administered to 406 respondents aged 18 years and above in Sichuan Province, China, all of whom had prior experience using the application. Data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis.

The findings reveal that users demonstrate consistent engagement with digital sports media, with overall levels of motivation, user engagement, application features, and personality traits rated relatively high. The results of multiple regression analysis indicate that motivation, application features, personality traits, and user engagement significantly predict user gratification, collectively explaining 86.4% of the variance. Among these predictors, motivation emerged as the strongest determinant of gratification, followed by application features and personality traits, while user engagement showed a smaller but still significant effect. The findings provide both theoretical and practical implications for sports media organizations and application developers in enhancing application design, promoting user engagement, and sustaining long-term user gratification.