Antecedents of esports gameplay intention: Genre as a moderator

Jang, Wooyoung; Byon, Kevin K.

doi:10.1016/j.chb.2020.106336

Cited by 61 publications

(110 citation statements)

References 33 publications

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“…Therefore, high values for informational motivations may suggest a need to account for the context and incorporate moderating variables when developing motivational models. Other variables could include the type of channel watched on the platform or the genre of the video games considered [ 79 ], and even the way in which information is interacted with and transmitted [ 80 ]. Genre studies has been a major element of game studies for years.…”

Section: Resultsmentioning

confidence: 99%

“…This result could indicate that—as is the case with videogames in general—live streaming is moving away from sociodemographic stereotypes that could influence motivation and use of these platforms [ 56 , 57 ]. In the field of research on live streaming or videogames, the genre of the game has often been used as a control variable [ 79 , 84 ]. However, it is less common to include variables related to self-perceived characteristics as a player.…”

Section: Resultsmentioning

confidence: 99%

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Motivations for the Use of Video Game Streaming Platforms: The Moderating Effect of Sex, Age and Self-Perception of Level as a Player

Cabeza-Ramírez

Sánchez‐Cañizares

García

2020

IJERPH

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A particularly striking new phenomenon in recent years is the live streaming of video games through popular platforms, such as Twitch. This study focuses on the motivations and types of use underlying viewer participation in live streaming platforms. Based on the uses and gratifications theory, this paper aims to analyse how three basic motivations are related to the use of video game streaming platforms. Furthermore, it examines the moderating effects that significant variables, such as the audience member’s age, sex or self-perception of level as a player may exert on this relationship. The results reveal that the three types of motivations are positively associated with use of the platform, although notable differences appear, with informational motivations outweighing entertainment and social motivations. At the same time, no moderating effects on the results of the proposed model were found for the heterogeneity stemming from sex and age. Conversely, the influence of informational motivations on the use of these platforms is moderated by the self-perception of level as a player.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Motivations for the Use of Video Game Streaming Platforms: The Moderating Effect of Sex, Age and Self-Perception of Level as a Player

Cabeza-Ramírez

Sánchez‐Cañizares

García

2020

IJERPH

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“…The genres for traditional video games are diverse because game types fall into different categories depending on different features [11]. Thus, while genres are different, some video games are considered mixed genres because they can often include multiple features of genres.…”

Section: Discussionmentioning

confidence: 99%

“…Esports comprises different types of game genres. Jang and Byon [11] categorized esports game genres into three broad categories based on the common features: imagination, physical enactment, and sports simulation. Another typology of esports based on the traditional video game genres was proposed by Sjöblom et al [6], who categorized esports game genres into action, CCGs, MOBA, battle royale, and sports.…”

Section: Speed-runmentioning

confidence: 99%

“…Previous esports studies have mostly explored spectator motives or esports live-streaming consumption separately [9,10]. Although Jang and Byon [11] identified the role of the esports game genre as a moderator, their study was delimited by examining the moderating role of the game genre on the relationship between an esports consumer's beliefs about esports gameplay and esports gameplay intention. As such, there is still a need to explore the moderating effects of both esports game genre and live-streaming variables on the relationship between motive and consumption behavior.…”

Section: Introductionmentioning

confidence: 99%

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

et al. 2021

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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.

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