Online Esports Engagement: Motivational Antecedents and Marketing Outcomes

Zeynep İrem Erdoğmuş, Gökhan Esen, Melisa Karakaya Arslan
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Abstract

Esport is becoming one of the fastest-growing sports branches and providing remarkable advertising and sponsorship opportunities for brands. This research aims to understand what motivates online esports spectators to engage in esports and the way that motivations and engagement influence their purchase intention toward advertised and sponsored products during esports events. The proposed model was tested using structural equation modeling with 436 esports spectators. The results imply that esports engagement has mainly been driven by parasocial interaction between online esports spectators and players. Various motivations were found to act upon the emersion of different esports engagement dimensions, among which a hierarchy of effects existed. Affective and behavioral esports engagement positively influenced advertising sponsorship effectiveness during esports events. Along with providing a definition of esports engagement, this research creates a theoretical linkage between uses and gratifications theory, sports consumption motivations, and esports engagement; and explores how esports engagement leads to the willingness to buy products advertised during esports events and/or products of official esports sponsors. Keywords: esports, motivation, sponsorship, uses and gratifications, parasocial interaction
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在线电子竞技参与度:激励因素和营销结果
电子竞技正在成为发展最快的体育分支之一,并为品牌提供了出色的广告和赞助机会。本研究旨在了解在线电子竞技观众参与电子竞技的动机,以及动机和参与度如何影响他们在电子竞技活动中对广告和赞助产品的购买意愿。采用结构方程模型对436名电子竞技观众进行了验证。结果表明,电子竞技参与度主要是由在线电子竞技观众和玩家之间的准社交互动驱动的。研究发现,不同的动机对不同电子竞技参与维度的出现起作用,其中存在层次效应。情感和行为电子竞技参与积极影响电子竞技赛事期间的广告赞助效果。除了提供电子竞技参与度的定义外,本研究还在使用和满足理论、体育消费动机和电子竞技参与度之间建立了理论联系;并探讨了电子竞技参与度如何导致人们愿意购买电子竞技赛事期间宣传的产品和/或官方电子竞技赞助商的产品。关键词:电子竞技,动机,赞助,使用和满足,副社会互动
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