Journal of Smart Tourism

Smart Tourism Research Center, Kyung Hee University (경희대학교 스마트관광연구소)
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Influencing Factors of Consumption Willingness for E-Sports Products: A Case Study of "King of Glory" Game Players

  • Yang Guo (Department of Tourism, Fudan University) ;
  • Jiaqi Dong (Department of Tourism, Fudan University) ;
  • Yue Lin (School of Economics, Shanghai University of Finance and Economics)
  • Received : 2023.10.31
  • Accepted : 2024.01.23
  • Published : 2023.12.29
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Abstract

This study examines the factors influencing e-sports product consumption among Chinese e-sports game players. We focus on the popular game "King of Glory" and use surveys to collect player data. Our findings show that e-sports product characteristics significantly impact consumption experiences, while incentive factors also influence consumption willingness. External factors have minimal impact. Additionally, souvenir products and festival events are key in driving e-sports consumption. This research explores the consumption willingness of Chinese e-sports players, the world's largest consumer market. Understanding their needs can help companies develop targeted marketing strategies, unlocking the commercial potential of e-sports and promoting industry growth.

Keywords

Acknowledgement

Thanks to Jialu Cai, Xin Li and Ningyu Gan for their contributions to this paper.

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