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Integrated Model for Esports Consump...

Indiana University.

Integrated Model for Esports Consumption Behavior.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Integrated Model for Esports Consumption Behavior.
Author:	Jang, Woo Young.
Published:	Ann Arbor : ProQuest Dissertations & Theses, 2020
Description:	128 p.
Notes:	Source: Dissertations Abstracts International, Volume: 82-06, Section: B.
Notes:	Advisor: Byon, Kevin K.
Contained By:	Dissertations Abstracts International82-06B.
Subject:	Sports management.
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28155340
ISBN:	9798691281907

Integrated Model for Esports Consumption Behavior.
Jang, Woo Young.

Integrated Model for Esports Consumption Behavior. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 128 p.

Source: Dissertations Abstracts International, Volume: 82-06, Section: B.

Thesis (Ph.D.)--Indiana University, 2020.

This item must not be sold to any third party vendors.

Jang and Byon (2020) developed the Esports Consumption (ESC) model examining antecedents and consequences associated with esports gameplay. The model includes six determinants (i.e., hedonic motivation, habit, price value, effort expectancy, social influence, and flow). The ESC model also verified a significant sequential relationship among esports gameplay intention, actual esports gameplay behavior, and the media consumption of esports events. To enhance the ESC model's explanatory power in predicting esports consumers' behaviors, the purpose of this dissertation is to extend the ESC model by adding esports live streaming consumption and validating the part of the model's utility regarding esports gameplay intention and its antecedents. Two studies were conducted to achieve the purpose of the dissertation. Study 1 focused on extending the ESC model by examining the mediating effect of esports live game streaming on the relationship between esports gameplay and esports event broadcasts. Additionally, by collecting data with a temporal separation between playing intention and the actual behavior associated with esports gameplay, the study allows for a correct measurement of the two's causal relationship. In Study 2, the interaction between gender and genre (i.e., six groups) was examined as a moderator in the relationship between esports gameplay intention and its antecedents. In Study 1, the findings were: (1) the five antecedents (i.e., hedonic motivation, habit, price value, effort expectancy, and flow) significantly predict esports gameplay intention and esports gameplay behavior indirectly, (2) the empirical evidence for a causal consumption pathway between esports gameplay intention and actual esports gameplay behavior, and (3) a full mediation effect of esports live game streaming between esports gameplay behavior and esports event broadcasts intention. In Study 2, the five significant paths were identified: (1) “social influence-esports gameplay intention” in-between Group 2 (i.e., male-physical enactment) and Group 5 (i.e., female-physical enactment); (2) “habit-esports gameplay intention” and (3) “effort expectancy-esports gameplay intention” in-between Group 4 (i.e., female-imagination) and Group 5 (i.e., female-physical enactment); and (4) “hedonic motivation-esports gameplay intention” and (5) “effort expectancy-esports gameplay intention” in-between Group 5 (i.e., female-physical enactment) and Group 6 (i.e., female-sport simulation). Also, for the six antecedents of esports gameplay intention, the six groups were successfully divided with five discriminate functions by the supplementary data analysis. The findings from Study 1 and Study 2 contribute to improving the ESC model by extending the antecedents and consequences of esports gameplay intention. The results of Study 1 promote the notion that both esports game streaming and esports event broadcasting regarding the consequences of esports gameplay. It adequately explains the relationship between esports gameplay consumption and other means of consumption, such as streamers' game streaming and events' broadcasting. Study 2 explored specific moderator based on gender and genre on the relationship between esports gameplay intention and its triggers. Also, empirically, the differences in triggers of esports gameplay intention were uncovered, broadening our understanding of different types of esports consumers. Overall, the interaction effect by gender and genre reinforced the relationship between antecedents and esports gameplay intention and specific media consumption behavior (i.e., esports game streaming and esports event broadcasting) and explored the consequences of esports gameplay behavior in the modified ESC model.

ISBN: 9798691281907Subjects--Topical Terms:

857307
Sports management.
Subjects--Index Terms:

Esports

Integrated Model for Esports Consumption Behavior.
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245 1 0 $a Integrated Model for Esports Consumption Behavior.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2020
300 $a 128 p.
500 $a Source: Dissertations Abstracts International, Volume: 82-06, Section: B.
500 $a Advisor: Byon, Kevin K.
502 $a Thesis (Ph.D.)--Indiana University, 2020.
506 $a This item must not be sold to any third party vendors.
520 $a Jang and Byon (2020) developed the Esports Consumption (ESC) model examining antecedents and consequences associated with esports gameplay. The model includes six determinants (i.e., hedonic motivation, habit, price value, effort expectancy, social influence, and flow). The ESC model also verified a significant sequential relationship among esports gameplay intention, actual esports gameplay behavior, and the media consumption of esports events. To enhance the ESC model's explanatory power in predicting esports consumers' behaviors, the purpose of this dissertation is to extend the ESC model by adding esports live streaming consumption and validating the part of the model's utility regarding esports gameplay intention and its antecedents. Two studies were conducted to achieve the purpose of the dissertation. Study 1 focused on extending the ESC model by examining the mediating effect of esports live game streaming on the relationship between esports gameplay and esports event broadcasts. Additionally, by collecting data with a temporal separation between playing intention and the actual behavior associated with esports gameplay, the study allows for a correct measurement of the two's causal relationship. In Study 2, the interaction between gender and genre (i.e., six groups) was examined as a moderator in the relationship between esports gameplay intention and its antecedents. In Study 1, the findings were: (1) the five antecedents (i.e., hedonic motivation, habit, price value, effort expectancy, and flow) significantly predict esports gameplay intention and esports gameplay behavior indirectly, (2) the empirical evidence for a causal consumption pathway between esports gameplay intention and actual esports gameplay behavior, and (3) a full mediation effect of esports live game streaming between esports gameplay behavior and esports event broadcasts intention. In Study 2, the five significant paths were identified: (1) “social influence-esports gameplay intention” in-between Group 2 (i.e., male-physical enactment) and Group 5 (i.e., female-physical enactment); (2) “habit-esports gameplay intention” and (3) “effort expectancy-esports gameplay intention” in-between Group 4 (i.e., female-imagination) and Group 5 (i.e., female-physical enactment); and (4) “hedonic motivation-esports gameplay intention” and (5) “effort expectancy-esports gameplay intention” in-between Group 5 (i.e., female-physical enactment) and Group 6 (i.e., female-sport simulation). Also, for the six antecedents of esports gameplay intention, the six groups were successfully divided with five discriminate functions by the supplementary data analysis. The findings from Study 1 and Study 2 contribute to improving the ESC model by extending the antecedents and consequences of esports gameplay intention. The results of Study 1 promote the notion that both esports game streaming and esports event broadcasting regarding the consequences of esports gameplay. It adequately explains the relationship between esports gameplay consumption and other means of consumption, such as streamers' game streaming and events' broadcasting. Study 2 explored specific moderator based on gender and genre on the relationship between esports gameplay intention and its triggers. Also, empirically, the differences in triggers of esports gameplay intention were uncovered, broadening our understanding of different types of esports consumers. Overall, the interaction effect by gender and genre reinforced the relationship between antecedents and esports gameplay intention and specific media consumption behavior (i.e., esports game streaming and esports event broadcasting) and explored the consequences of esports gameplay behavior in the modified ESC model.
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