电子竞技玩家的粘性和消费行为

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-05-17 DOI:10.1108/sjme-07-2022-0161

A. Z. Abbasi, Muhammad Asif, A. Shamim, D. Ting, R. Rather

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引用次数: 0

摘要

本研究的目的是提出一个概念模型，其中消费者电子竞技(eSports)参与度(CeSE)作为玩家在线参与电子竞技相关产品/公司的预测因子，无论是通过直接贡献(购买意愿)还是间接贡献(合作制作、社区参与、口碑传播和招聘)。设计/方法/方法通过WarpPLS 8.0对262名18-24岁的电子竞技消费者进行数据收集和分析。本研究的结果证实，CeSE显著影响消费行为的各个维度(购买意愿、合作制作、社区参与、口碑和招聘)。原创性/价值本研究为通过社会交换理论和参与理论建立的概念框架提供了实证支持。此外，采用层次组件模型方法对CeSE的复合模型进行了估计。

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Engagement and consumption behavior of eSports gamers

Purpose The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in eSports-related products/firm either through direct contribution (purchase intention) or indirect contribution (co-production, community engagement, word-of-mouth and recruitment). Design/methodology/approach Data from 262 eSports consumers aged 18–24 years were collected and analyzed through WarpPLS 8.0. Findings The findings of this study confirm that CeSE significantly influences all dimensions of the consumption behaviors (purchase intention, co-production, community engagement, word-of-mouth and recruitment). Originality/value This study provides empirical support for a conceptual framework developed through the social exchange theory and engagement theory. Besides, hierarchical component model approach is applied to estimate the composite model of CeSE.

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.