The effects of consumer esports videogame engagement on consumption behaviors

The effects of consumer esports videogame engagement on consumption behaviors

The effects of consumer esports videogame engagement on consumption behaviors

Amir Zaib Abbasi, Muhammad Asif, Linda D. Hollebeek, Jamid Ul Islam, Ding Hooi Ting, Umair Rehman

Abstract

“This study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date. After approaching esports consumers in different gaming zones in Pakistan, this paper collected data from 364 videogame-based esports consumers. This paper deployed SmartPLS 3.2.8 software to perform the partial least squares-structural equation modeling-based analyzes.Findings

The structural model results show that consumers’ affective and behavioral esports videogame engagement positively affects their consumption behavior, including heightened community engagement, purchase intent, coproduction, word-of-mouth and new player recruitment. However, while consumers’ cognitive esports engagement was found to positively impact community engagement, new player recruitment and coproduction, it failed to predict consumers’ esports-related purchase intent or word-of-mouth behaviors”.

Reference

Abbasi, A. Z., Asif, M., Hollebeek, L. D., Islam, J. U., Ting, D. H., & Rehman, U. (2020). The effects of consumer esports videogame engagement on consumption behaviors. Journal of Product & Brand Management. https://www.emerald.com/insight/content/doi/10.1108/JPBM-04-2020-2839/full/html

Keywords

Esport videogames, consumer engagement, purchase intention, coproduction