Does “We” Matter for Esports Fans? Analyzing the Mediating Effects of the Sense of Fan Community on Team Identification and Fandom Behaviors

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2022-12-01 DOI:10.2478/pcssr-2022-0024

K. Kim, Minsoo Kim, Jinwook Han, Dongkyu Kim, Inyup Lee

{"title":"Does “We” Matter for Esports Fans? Analyzing the Mediating Effects of the Sense of Fan Community on Team Identification and Fandom Behaviors","authors":"K. Kim, Minsoo Kim, Jinwook Han, Dongkyu Kim, Inyup Lee","doi":"10.2478/pcssr-2022-0024","DOIUrl":null,"url":null,"abstract":"Abstract As an emerging field of study, scholars have constantly compared esports and traditional sports to find similarities and differences between the two sports fields. As various studies have called for more studies regarding the fan communities of esports, the present study analyzed the mediating effect of the sense of the esports fan community between team identification and consumer behaviors. This study employed a path analysis technique, utilizing online survey responses from 182 participants who identified as fans of the esports team. The findings revealed that a sense of fan community did not have mediating effects by showing statistically non-significant (in)direct effects on consumer behaviors. In contrast, team identification showed a significant positive effect on the sense of fan community and some consumer behaviors. The implications of the study suggest that esports organizations should focus their marketing strategies on individual fan bases and strive to maintain the competitiveness of their leagues to attract more fans to esports.","PeriodicalId":1,"journal":{"name":"Accounts of Chemical Research","volume":null,"pages":null},"PeriodicalIF":16.4000,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Accounts of Chemical Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2478/pcssr-2022-0024","RegionNum":1,"RegionCategory":"化学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"CHEMISTRY, MULTIDISCIPLINARY","Score":null,"Total":0}

引用次数: 0

Abstract

Abstract As an emerging field of study, scholars have constantly compared esports and traditional sports to find similarities and differences between the two sports fields. As various studies have called for more studies regarding the fan communities of esports, the present study analyzed the mediating effect of the sense of the esports fan community between team identification and consumer behaviors. This study employed a path analysis technique, utilizing online survey responses from 182 participants who identified as fans of the esports team. The findings revealed that a sense of fan community did not have mediating effects by showing statistically non-significant (in)direct effects on consumer behaviors. In contrast, team identification showed a significant positive effect on the sense of fan community and some consumer behaviors. The implications of the study suggest that esports organizations should focus their marketing strategies on individual fan bases and strive to maintain the competitiveness of their leagues to attract more fans to esports.

查看原文本刊更多论文

“我们”对电竞爱好者重要吗?粉丝社群感对团队认同和粉丝行为的中介效应分析

作为一个新兴的研究领域，学者们不断将电子竞技与传统体育进行比较，寻找两者之间的异同。鉴于各种研究都呼吁对电竞粉丝群体进行更多的研究，本研究分析了电竞粉丝群体意识在团队认同与消费者行为之间的中介作用。本研究采用路径分析技术，利用182名被认为是电子竞技团队粉丝的参与者的在线调查反馈。研究结果显示，粉丝社区意识对消费者行为的直接影响在统计上不显著，因此不存在中介效应。相比之下，团队认同对粉丝社区意识和某些消费行为有显著的正向影响。研究结果表明，电子竞技组织应将营销策略重点放在个人粉丝基础上，并努力保持其联盟的竞争力，以吸引更多的粉丝参与电子竞技。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.