Effect of Prior Gameplay Experience on the Relationships between Esports Gameplay Intention and Live Esports Streaming Content

Wooyoung (William) Jang, Kevin K. Byon and Hyunseok Song
Additional contact information
Wooyoung (William) Jang: Sport Management, Wellness, and Physical Education, College of Education, University of West Georgia—Carrollton, Carrollton, GA 30118, USA
Kevin K. Byon: Department of Kinesiology, School of Public Health, Indiana University—Bloomington, Bloomington, IN 47405, USA
Hyunseok Song: Department of Kinesiology, School of Public Health, Indiana University—Bloomington, Bloomington, IN 47405, USA

Sustainability, 2021, vol. 13, issue 14, 1-13

Abstract: This study examined the effect of prior experience with esports gameplay on its antecedents and consequences. Prior experience is considered a significant factor in consumers’ intention and behavior, and in gameplay engagement it is considered the amount of gameplay time. While esports consumers are heterogeneous, only a few esports studies have been conducted. Thus, this study focused on prior esports gameplay experience to explain consumers’ behavior better and examine antecedents, esports gameplay intention, and live esports streaming content across two groups (i.e., high and low frequencies of esports gameplay). Data were collected via an online survey in Amazon Mechanical Turk (M-Turk) from esports consumers who engaged in esports gameplay and live-streaming. One-third of the median cases were excluded to create two groups designated by weekly esports gameplay hours. The results revealed different patterns in the two groups. Specifically, esports gameplay had no effect on engagement in live esports streaming content for consumers who played esport games frequently. However, gameplay intention predicted live esports streaming content engagement successfully in the group who played infrequently. These findings contributed to (1) esports research by demonstrating consumers’ heterogeneity, and the (2) extension of technology acceptance and use research in esports engagement by identifying the role of prior gameplay experience.

Keywords: esports; gameplay; live-streaming; prior experience; gameplay time (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.mdpi.com/2071-1050/13/14/8019/pdf (application/pdf)
https://www.mdpi.com/2071-1050/13/14/8019/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:14:p:8019-:d:596620

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().