K. Kim, Minsoo Kim, Jinwook Han, Dongkyu Kim, Inyup Lee
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引用次数: 0
Abstract
Abstract As an emerging field of study, scholars have constantly compared esports and traditional sports to find similarities and differences between the two sports fields. As various studies have called for more studies regarding the fan communities of esports, the present study analyzed the mediating effect of the sense of the esports fan community between team identification and consumer behaviors. This study employed a path analysis technique, utilizing online survey responses from 182 participants who identified as fans of the esports team. The findings revealed that a sense of fan community did not have mediating effects by showing statistically non-significant (in)direct effects on consumer behaviors. In contrast, team identification showed a significant positive effect on the sense of fan community and some consumer behaviors. The implications of the study suggest that esports organizations should focus their marketing strategies on individual fan bases and strive to maintain the competitiveness of their leagues to attract more fans to esports.
期刊介绍:
Physical Culture and Sport. Studies and Research is directed to the representatives of the social sciences of sport (philosophers, sociologists, psychologists, pedagogues, managers of sport, and theoreticians of sport from particular or general point of view). The main goal of the journal is to present the most current (and only the best) papers from European, Western and Eastern countries of the world. It focuses on symbolic, axiological, and comparative aspects of contemporary sport. We dedicated this journal to humanists, social researchers, students, and practitioners.