Journal of Smart Tourism

Smart Tourism Research Center, Kyung Hee University (경희대학교 스마트관광연구소)
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eSports Fan Identity Consumer and Live Game Watching Behavior: Professional Player Fan Identity Perspective

  • Jialing Zhang (College of Hotel and Tourism Management, Kyung Hee University) ;
  • C. Michael Hall (College of Hotel and Tourism Management, Kyung Hee University) ;
  • Myung Ja Kim (College of Hotel and Tourism Management, Kyung Hee University)
  • Received : 2022.01.12
  • Accepted : 2022.03.10
  • Published : 2023.03.31
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Abstract

This study investigated whether the Point of attachment (POA) theory can be used to measure the consumption intention on go and watch offline eSports games. The admiration for players, social interaction, and on-site consumption requirements for viewing offline eSports competitions are prioritized. In addition, eSports fans in various regions may have distinct consumption concepts and consumption patterns. Thus, this study surveyed China (n = 156) and South Korea (n = 127) eSports fans who subjectively perceive themselves to be fans of eSports player(s) and who have observed at least one offline eSports game. The results demonstrate that player attraction and socialization have positive and significant effects on offline consumption factors. There is no correlation between previous consumption behavior and satisfaction, but dining shows a significant positive effect on satisfaction. Moreover, there is a strong relationship between satisfaction and future attendance intention. In addition, effect of eSports fan attachment on future visit intentions are measured and there is no correlation between the two variables. The front end of the path in the new model's varied between Chinese and Korean supporters. Finally, theoretical and practical implications of this study are discussed.

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