The influence of sponsorship effectiveness on consumer perceptions and purchasing behavior in esports

Yu-Feng Wu, Yu-Tai Wu, Bo-Ching Chen
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Abstract

Purpose

With the rise of esports, research on the perceived fit between esports sponsors and events remains limited. This study uses the Elaboration Likelihood Model (ELM) to investigate how the perceived fit between sponsors and esports events effects brand awareness, consumer attitudes and purchasing behavior, aiming to offer insights for more effective marketing strategies.

Design/methodology/approach

Data were collected from 245 participants during the Taipei Game Show 2024, using purposive sampling of individuals aged 18 and above. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart PLS 4.0.1.6 to examine the relationships among perceived fit, brand awareness, consumer attitudes and purchasing behavior, and to investigate the mediating effects.

Findings

The results discovered that brand awareness, perceived fit and consumer attitudes had significant positive effects on purchasing behavior, explaining 75% of its variance. Additionally, perceived fit positively affected both brand awareness and consumer attitude. Mediating effect showed that both brand awareness and consumer attitude play significant mediating roles between perceived fit and purchasing behavior, with consumer attitude having a stronger mediating effect.

Originality/value

This study highlights to the limited body of research on esports sponsorships by demonstrating that perceived sponsor-event fit is crucial for enhancing brand awareness, advancing positive consumer attitudes and driving purchasing behavior. The ELM framework highlights the importance of central and peripheral routes in influencing consumer decisions, offering strategies for companies to optimize sponsorship effectiveness and improve brand competitiveness.

赞助有效性对电子竞技消费者认知和购买行为的影响
随着电子竞技的兴起,关于电子竞技赞助商和赛事之间感知契合度的研究仍然有限。本研究运用精化似然模型(ELM)探讨赞助商与电竞赛事之间的感知契合度如何影响品牌知名度、消费者态度和购买行为,旨在为更有效的营销策略提供见解。设计/方法/方法在台北游戏展2024期间收集了245名参与者的数据,对18岁及以上的个人进行了有目的的抽样。采用Smart PLS 4.0.1.6软件对数据进行偏最小二乘结构方程模型(PLS- sem)分析,考察品牌认知、消费者态度与购买行为之间的关系,并探讨中介效应。结果发现,品牌知名度、感知契合度和消费者态度对购买行为有显著的正向影响,解释了75%的方差。此外,感知契合度对品牌知名度和消费者态度均有正向影响。中介效应表明,品牌意识和消费者态度在感知契合与购买行为之间都起着显著的中介作用,其中消费者态度的中介作用更强。独创性/价值本研究强调了有限的电子竞技赞助研究机构,证明了感知赞助商与赛事的契合对于提高品牌知名度、提升积极的消费者态度和推动购买行为至关重要。ELM框架强调了中心和外围路线在影响消费者决策方面的重要性,为公司提供了优化赞助效果和提高品牌竞争力的策略。
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