International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

The Structural Relationship among Viewing Motivation, Viewing Commitment, Reviewing Intention and Game Use Intention of e-Sports Competition Broadcasting

  • Kim, Seyun (Department of Sport Management, Dankook University)
  • Received : 2022.07.09
  • Accepted : 2022.07.15
  • Published : 2022.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to investigate the structural relationship between the viewing motivation, viewing commitment, re-audience intention, and game use intention of e-sports competition broadcast viewers. According to the purpose of the study, an online survey was conducted on 300 college students with experience watching broadcasting of e-sports competitions. After excluding inappropriate data from 8 out of 300 people, 292 people's data were used for final data processing. For data processing, the validity and reliability were verified using SPSS 26 and AMOS 23, and then the research hypothesis was verified. We has the results were shown as follows. First, it was found that entertainment, social intercourse and vicarious satisfaction had a positive effect on viewing commitment, but information has not significantly effect on viewing commitment. Second, it was found that viewing commitment had a positive effect on reviewing intention and game use intention. Third, it was found that reviewing intention had a positive effect on game use intention.

Keywords

Acknowledgement

The present research was supported by the research fund of Dankook University in 2020

References

  1. S. H. Lee, Understanding e-sports, Pakyoungsa, 2021
  2. K. H. Choi, & O. C. Hwang, "The recognition survey and development direction or eSports for the disabled," Korean Journal of Sports Science, Vol. 30, No. 6, pp. 425-436, Dec 2021. DOI: https://doi.org/10.35159/kjss.2021.12.30.6.425
  3. The Korean Sport & Olympic Committe archives of manuscript. https://portal.sports.or.kr/library/dataView.do?boardSeq=0000062443.
  4. J. H. Lee, J. H. Kim, S. J. Lim, and H. K. Cho, "Relationship between e-sports relay broadcasting commentator's characteristics, parasocial relationship and viewer immersion," Korean Journal of Sports Science, Vol. 30, No. 3, pp. 407-420, Jun 2021. DOI: https://doi.org/10.35159/kjss.2021.6.30.3.407
  5. M. G. Hong, and H. I. Kwon, "A Study on Factors Influencing Immersion and Viewing Intention of Personal Broadcasting Viewers," Journal of the Korea Contents Association, Vol. 19, No. 9, pp. 195-211, Sep 2019. DOI: https://doi.org/10.5392/JKCA.2019.19.09.195
  6. D. H. Choi, and J. S. Bae, "Meta-analysis on the Viewing Motivations of Sports Contents and Behaviors after Viewing," The Korean Journal of Sport, Vol. 17, No. 4, pp. 651-659, Dec 2019.
  7. Y. Chen, and S. Hwang, "How does Teenagers' Motivations to Watch Internet Live Streaming of Games Influence Viewing Satisfaction via Immersion?," Journal of China Study, Vol. 22, No. 2, pp. 155-184, May 2019 DOI: http://dx.doi.org/10.20288/JCS.2019.22.2.155
  8. Y. M. Kim, "A Study on the Influence of Game Broadcasting Content Factors and Communicator Factors on Immersion and Viewing Intention: Focusing on e-sports game broadcasting contents," Journal of Korea Game Society, Vol. 21, No. 3, pp. 39-51, Jun 2021. DOI: http://dx.doi.org/10.7583/JKGS.2021.21.3.39
  9. J. Lee, "A Study on the Effects of Social Live Streaming Viewing Motivation on Content Usage Behavior: Focusing on the Mediating Effect of Immersion Experience and Interactivit," The Journal of Internet Electronic Commerce Resarch, Vol. 21, NO. 3, pp. 163-185, Jun 2021. DOI: https://doi.org/10.37272/JIECR.2021.06.21.3.163
  10. M. S. Jung, and G.Y. Cho, "The Effects of Media Engagement and Product Involvement on Advertising Effectiveness : A Study of Mobile Applications Engagement," The Korean Journal of Advertising, Vol. 23, No. 2, pp. 201-227, Feb 2012.
  11. M. Franklin and S. Zdonik, "A Framework for Scalable Dissemination-Based Systems," in Proc. 9th IEE SP Workshop on Statistical Signal, pp. 232-235, Sep.14-16, 2008.
  12. J. F. Hair, R. E. Andreson, R. L. Tatham and W. C. Black, Multivariate data analysis, Englewood Cliffs, 1998.
  13. R. G. Netemeyer, J. S. Boles, D. O. Mckee, and R. McMurrian, "An investigation into the antecedents of organizational citizenship behaviors in a personal selling context," Journal of Marketing, Vol. 61, No. 3, pp. 85-98, Jul 1997.
  14. K. S. Kim, AMOS 18.0 structure equation model analysis, Hannarae Publishing, 2010.
  15. C. Fornell and D.F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error," Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, Feb 1981. DOI: https://doi.org/10.2307/3151312
  16. J. C. Nunnally and I. H. Bernstein, Psychometric theory, McGraw-Hill. 1994.