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The CBA League is a vital component of the Chinese sports industry exerting an immeasurable driving force on the development of a high-quality sports industry. This study investigates the audience's intention to watch live again aiming to direct the event's attention to the audience's real experiences and promote the event's healthy development. In this study, a quantitative approach was employed using a questionnaire survey with the consumer group of CBA events as the survey subjects. A total of 521 valid questionnaires were collected through on-site surveys. Data analysis in this study revealed that audience-perceived quality has a positive impact on the intention to watch again and also positively influences audience trust. On the other hand, audience trust positively influences their intention to watch again. The audience experience serves as a moderating factor. Audience-perceived quality not only has a direct impact on the intention to watch again but can also indirectly increase the intention to watch again by enhancing audience trust. The audience trust serves as a partial mediator. Additionally, audience experience acts as a moderator in the process where audience-perceived quality positively influences the intention to watch again strengthening its effect. The success of a basketball league does not solely depend on the team's performance and the audience's experiences are equally crucial. We can provide more scientifically effective suggestions for the sustainable development of sports leagues through a profound understanding of audience psychology.
Wang et al. (Mon,) studied this question.