Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types

Shang-Chun Ma, Kevin K. Byon, Wooyoung (William) Jang, Shang-Min Ma and Tsung-Nan Huang
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Shang-Chun Ma: Institute of Physical Education, Health, & Leisure Studies, National Cheng Kung University, Tainan City 701, Taiwan
Kevin K. Byon: Department of Kinesiology, Indiana University, Bloomington, IN 47405, USA
Wooyoung (William) Jang: Department of Sport Management, Wellness, and Physical Education, University of West Georgia, Carrollton, GA 30118, USA
Shang-Min Ma: Department of Recreational Sport & Health Promotion, National Pingtung University of Science & Technology, Pingtung County 91201, Taiwan
Tsung-Nan Huang: Institute of Physical Education, Health, & Leisure Studies, National Cheng Kung University, Tainan City 701, Taiwan

Sustainability, 2021, vol. 13, issue 8, 1-21

Abstract: Previous studies have paid little attention to spectators’ consumption behaviors and motives for watching different types of esports live-streaming and game genres. This study, therefore, investigates spectator motives and consumption behaviors based on the interaction effects of live-streaming types and game genres. Convenience sampling was conducted to collect 312 responses from Taiwanese individuals via the Professional Technology Temple. The measurement tools include the motivation scale for sport consumption, esports streaming consumption behaviors, and two moderators (i.e., game genres and live-streaming types). The moderating effects were examined using the PROCESS macro. The results showed that esports spectating motives and consumption behaviors are determined by different types of live-streaming and game genres. A matrix of esports spectator segments was developed to illustrate the findings and managerial implications. The study’s findings broaden our understanding of esports consumption behaviors and can contribute to the fast-growing esports marketing literature. In addition, the results are expected to help practitioners better segment their consumer groups to develop more tailored marketing programs.

Keywords: esports; spectator motives; game genres; live-streaming; esports consumption behavior (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 references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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