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Article

Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types

1
Institute of Physical Education, Health, & Leisure Studies, National Cheng Kung University, Tainan City 701, Taiwan
2
Department of Kinesiology, Indiana University, Bloomington, IN 47405, USA
3
Department of Sport Management, Wellness, and Physical Education, University of West Georgia, Carrollton, GA 30118, USA
4
Department of Recreational Sport & Health Promotion, National Pingtung University of Science & Technology, Pingtung County 91201, Taiwan
*
Author to whom correspondence should be addressed.
Academic Editor: Jose Ramon Saura
Sustainability 2021, 13(8), 4164; https://doi.org/10.3390/su13084164
Received: 15 March 2021 / Revised: 3 April 2021 / Accepted: 6 April 2021 / Published: 8 April 2021
Previous studies have paid little attention to spectators’ consumption behaviors and motives for watching different types of esports live-streaming and game genres. This study, therefore, investigates spectator motives and consumption behaviors based on the interaction effects of live-streaming types and game genres. Convenience sampling was conducted to collect 312 responses from Taiwanese individuals via the Professional Technology Temple. The measurement tools include the motivation scale for sport consumption, esports streaming consumption behaviors, and two moderators (i.e., game genres and live-streaming types). The moderating effects were examined using the PROCESS macro. The results showed that esports spectating motives and consumption behaviors are determined by different types of live-streaming and game genres. A matrix of esports spectator segments was developed to illustrate the findings and managerial implications. The study’s findings broaden our understanding of esports consumption behaviors and can contribute to the fast-growing esports marketing literature. In addition, the results are expected to help practitioners better segment their consumer groups to develop more tailored marketing programs. View Full-Text
Keywords: esports; spectator motives; game genres; live-streaming; esports consumption behavior esports; spectator motives; game genres; live-streaming; esports consumption behavior
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MDPI and ACS Style

Ma, S.-C.; Byon, K.K.; Jang, W.; Ma, S.-M.; Huang, T.-N. Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types. Sustainability 2021, 13, 4164. https://doi.org/10.3390/su13084164

AMA Style

Ma S-C, Byon KK, Jang W, Ma S-M, Huang T-N. Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types. Sustainability. 2021; 13(8):4164. https://doi.org/10.3390/su13084164

Chicago/Turabian Style

Ma, Shang-Chun, Kevin K. Byon, Wooyoung Jang, Shang-Min Ma, and Tsung-Nan Huang. 2021. "Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types" Sustainability 13, no. 8: 4164. https://doi.org/10.3390/su13084164

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