Engagement and consumption behavior of eSports gamers

Abstract

Purpose – The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in eSports-related products/firm either through direct contribution (purchase intention) or indirect contribution (co-production, community engagement, word-of-mouth and recruitment). Design/methodology/approach – Data from 262 eSports consumers aged 18–24 years were collected and analyzed through WarpPLS 8.0. Findings – The findings of this study confirm that CeSE significantly influences all dimensions of the consumption behaviors (purchase intention, co-production, community engagement, word-of-mouth and recruitment). Originality/value – This study provides empirical support for a conceptual framework developed through the social exchange theory and engagement theory. Besides, hierarchical component model approach is applied to estimate the composite model of CeSE.

Keywords

• Consumer eSports engagement
• Purchase intention
• Community engagement
• Co-production
• Recruitment
• Word-of-mouth