Testing Variation in Esports Spectators’ Motivations in Relation to Consumption Behaviour

HUA, Yueh-Tung, LIU, Kun-Yu, HUANG, Hsien-Che, ROTHERHAM, Ian and MA, Shang-Chun (2023). Testing Variation in Esports Spectators’ Motivations in Relation to Consumption Behaviour. Sustainability, 15 (3): 2028.

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Official URL: https://www.mdpi.com/2071-1050/15/3/2028
Open Access URL: https://www.mdpi.com/2071-1050/15/3/2028/pdf?versi... (Published version)
Link to published version:: https://doi.org/10.3390/su15032028


This study aims to examine firstly the motivations of esports spectators driving them to engage in consumption behaviour, and secondly, two spectator groups (League of Legends, LOL; Hearthstone) to compare the findings of the independence model and the competing model. In recent decades, the concept of esports has emerged as a major component of the sports industry and, therefore, of the global economy. However, the basic functioning of this new sector is relatively poorly understood. This study considers consumer motivations as they relate to esports and aims to assess how selected motivations interact. The motivations chosen in five categories were adopted from the Uses and Gratifications Theory. The independence model (based on Uses and Gratifications Theory (UGT)) and competing model (based on multiple theoretical perspectives) were applied to the LOL and Hearthstone spectator groups. Data (n = 574) were collected via online surveys with cross-validation measured and established between the two groups. The findings showed that social integrative motivations positively impacted consumption behaviour across game genres. Affective motivation partially mediated the relationship between social integrative motivation and consumption behaviour in LOL, and cognitive and personal integrative motivations positively influenced consumption behaviour in Hearthstone. The tension-release motivation had no significant association with consumption behaviour for spectators of either game. The findings can help the commercial interests of different esports game genres to predict why people consume particular esports and thus aid effective marketing strategies.

Item Type: Article
Editor - Kim, Jiyoung
Additional Information: ** Article version: VoR ** From MDPI via Jisc Publications Router ** Licence for VoR version of this article: https://creativecommons.org/licenses/by/4.0/ ** Peer reviewed: TRUE **Journal IDs: eissn 2071-1050 **Article IDs: publisher-id: sustainability-15-02028 **History: collection 02-2023; published_online 20-01-2023; accepted 18-01-2023; rev-recd 07-01-2023; submitted 05-12-2022
Uncontrolled Keywords: Article, motivation, esports, uses and gratifications theory, consumption behaviour
Identification Number: https://doi.org/10.3390/su15032028
SWORD Depositor: Colin Knott
Depositing User: Colin Knott
Date Deposited: 06 Feb 2023 09:56
Last Modified: 11 Oct 2023 17:32
URI: https://shura.shu.ac.uk/id/eprint/31381

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