Application of the theory of planned behaviour for predicting sponsorship outcomes in esports

Olga Polyakova, Anthony D. Pizzo, Thomas Karagiorgos and Kostas Alexandris

Chapter 19 in Research Handbook on the Sociology of Consumption, 2026, pp 229-238 from Edward Elgar Publishing

Abstract: This chapter is based on a case study which uses Ajzen's (1991) theory of planned behaviour (TPB) as a framework to study factors that can help predict esports viewers’ intention to buy sponsors’ products. Through gaining a deeper understanding of esports consumers, the study establishes the role and significance of sponsorship in a time of rising popularity of esports events. It tests whether TPB variables (i.e., attitudes to purchasing sponsor's products, subjective norms, and perceived behavioural control) positively influence esports consumers’ buying intentions. To investigate the hypothesized relationships between the TPB dimensions and future intentions, the study employs quantitative methodology and structural equation modelling. Findings show that all three TPB dimensions significantly predict intentions. This suggests that the TPB is a useful model to study the factors that influence positive sponsorship outcomes (purchase intentions) in the context of esports, consistent with similar leisure studies guided by the theory.

Keywords: Theory of planned behaviour; Esports; Sponsorship outcomes; Structural equation modelling (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035310500
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