The impacts of social needs and game playing type on esports consumers' positive eWOM sharing: applying the FIRO theory

Abstract

PurposeThe current study aims to examine esports consumers' social needs (inclusion, affection and control) as antecedents of positive eWOM intention. Additionally, the moderating effects of game playing type (individual-based competition vs. team-based competition) were tested to determine whether the inherent socializing opportunities provided by each game playing type have different effects on the relationship between social needs and eWOM communication of esports consumers.Design/methodology/approachA cross-sectional survey design was applied to 387 responses collected from an online survey platform. After checking several assumptions, a series of regression analyses were performed to test the suggested hypotheses.FindingsThe results revealed that the needs for inclusion, affection and control were positively associated with eWOM intention. Furthermore, the relationships between inclusion and eWOM intention and affection and eWOM intention were moderated by game playing type.Originality/valueThe current study extended the fundamental interpersonal relations orientation theory from conventional interpersonal relationships to interpersonal communication in online platforms. This research also suggested that eWOM communication in esports could be supplemental social opportunities, especially for individual-based competition games.