测试参与度、赞助商认知契合度和赞助商产品购买意向之间的关系:电竞比赛观众案例

Olga Polyakova, Thomas Karagiorgos, Christos Anagnostopoulos, Kostas Alexandris
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引用次数: 0

摘要

目的尽管电竞赞助发展迅速,但在电竞赞助评估领域的研究却很有限。本研究旨在检验电竞参与度、赞助商感知契合度和观众购买赞助商产品的意向之间的关系,并考察感知契合度在多大程度上介导了参与度维度和意向之间的关系。统计分析分三步进行。除了描述性统计外,还进行了确证因子分析(CFA),以评估测量模型的拟合度。研究结果结果支持电竞参与维度之一(即自我表达)对感知契合度和电竞观众购买赞助商产品意向的影响。研究发现,参与(自我表达)通过感知契合度对购买意向有直接和间接的影响。这项研究为电竞参与维度、赞助商感知契合度和购买意向之间的关联提供了支持。参与度越高的观众越有可能对电竞赛事和赞助商之间的契合度产生积极的认知。原创性/价值这是第一项在电竞用户背景下测试赞助商评估模型的研究。它在假设模型中加入了更详细的参与度测量(三维)。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Testing the relationships among involvement, sponsorship perceived fit and intention to purchase sponsors’ products: the case of esports tournament viewers

Purpose

Despite fast developments in esports sponsorship, limited research exists in the area of sponsorship evaluation in the esports context. The purpose of the present study was to test the relationships among esports involvement, sponsorship perceived fit and viewers’ intention to buy the sponsor’s products, and examine the degree to which perceived fit mediates the relationship between the involvement dimensions and intention.

Design/methodology/approach

The study draws on the theoretical model of sponsorship effects proposed by Wakefield et al. (2020) and obtained quantitative data from sampling esports viewers (n = 285). Statistical analysis was carried out in three steps. Beyond the descriptive statistics, confirmatory factor analysis (CFA) was conducted to assess the goodness of fit of the measurement model. The mediation analysis was performed at the end of the study.

Findings

The results supported the impact of one of the esports involvement dimensions (i.e. self-expression) on both perceived fit and esports viewers’ intentions to buy sponsors’ products. Involvement (self-expression) was found to have both direct and indirect relationships, through perceived fit, on purchase intentions. The study provided support for the associations among esports involvement dimensions, sponsorship perceived fit and purchase intentions.

Practical implications

The practitioners should first consider the involvement profile of esports viewers. The more involved viewers will be more likely to have positive perceptions about the fit between the esports tournament and the sponsor.

Originality/value

It is the first study to test a sponsorship evaluation model in the context of esports users. It does so by including a more detailed measurement of involvement (with three-dimensions) in the hypothesized model.

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