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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Shang-Chun Ma & Kevin K. Byon & Wooyoung (William) Jang & Shang-Min Ma & Tsung-Nan Huang, 2021. "Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types," Sustainability, MDPI, vol. 13(8), pages 1-21, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:8:p:4164-:d:532386
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    References listed on IDEAS

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    1. Funk, Daniel C. & Pizzo, Anthony D. & Baker, Bradley J., 2018. "eSport management: Embracing eSport education and research opportunities," Sport Management Review, Elsevier, vol. 21(1), pages 7-13.
    2. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    3. Daniel C. Funk & Anthony D. Pizzo & Bradley J. Baker, 2018. "eSport management: Embracing eSport education and research opportunities," Sport Management Review, Taylor & Francis Journals, vol. 21(1), pages 7-13, January.
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    Cited by:

    1. Jie Lv & Cong Cao & Qianwen Xu & Linyao Ni & Xiuyan Shao & Yangyan Shi, 2022. "How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming," Sustainability, MDPI, vol. 14(14), pages 1-18, July.
    2. Geissler, Dominik & Beiderbeck, Daniel & Schmidt, Sascha L. & Schreyer, Dominik, 2024. "Emerging technologies and shifting consumer motives: Projecting the future of the top-tier sports media product," Technological Forecasting and Social Change, Elsevier, vol. 203(C).

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