观众对电子竞技赛事地方性和非地方性赞助商的反应

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Sports Marketing & Sponsorship Pub Date : 2020-04-16 DOI:10.1108/ijsms-09-2019-0107
Ryan Rogers, Lee K. Farquhar, Jacob Mummert
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引用次数: 7

摘要

了解电子竞技观众在活动中如何看待地方性和非地方性赞助商。,研究人员采用了四个条件的实验。参与者被随机分配与四个可能的赞助商之一一起观看一段视频。在参与者观看刺激后,他们对一份问卷进行了回应,该问卷评估了他们在观看的片段中对赞助商的看法。,一般来说,赞助商越流行,观众就越积极。可信度的认知对赞助商的态度也很重要。,电子竞技是一个新兴领域,很少有实证研究发表。这项研究旨在扩大对赞助的研究,从而探索观众对电子竞技赛事的地方性赞助商与非地方性赞助商的看法。
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Audience response to endemic and non-endemic sponsors of esports events
To understand how esports viewers perceive endemic and non-endemic sponsors during an event.,The researchers employed a four-condition experiment. Participants were randomly assigned to watch a clip with one of four possible sponsors. After participants watched the stimuli, they responded to a questionnaire assessing their opinions of the sponsor in the clip they watched.,Generally, the more endemic a sponsor was, the more positive audience members had. Perceptions of credibility were also important to attitudes toward sponsors.,Esports is an emergent area where little empirical research has been published. This study is designed to expand upon research on sponsorships such that it explores audience perceptions of endemic versus non-endemic sponsors of esports events.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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