The effects of consumer esports videogame engagement on consumption behaviors

Abstract

Purpose This study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date. Design/methodology/approach 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. Practical implications The findings reveal that a strategic focus on consumers’ esports game engagement will enable practitioners to nurture desirable consumer behaviors, including enhanced purchase intent, coproduction, word-of-mouth and new player recruitment behaviors, thus warranting consumer engagement’s strategic value as a key esports gaming metric. Originality/value Empirical research into the role of consumers’ esports videogame engagement on their ensuing consumption behaviors remains scant to date. Based on this gap, this study offers a timely contribution by exploring and validating a model that gauges the effect of consumers’ cognitive, emotional and behavioral esports videogame engagement on their community engagement, purchase intention, coproduction, word-of-mouth and new player recruitment. It, thus, offers important insight into the rapidly advancing field of digital esports games.

Predicting Video Game Addiction Through the Dimensions of Consumer Video Game Engagement: Quantitative and Cross-sectional Study

“…This study was carried out among gamers who play in gaming zones (a gaming zone is a venue or an entertainment service provider, which facilitates users to play competitive games in groups to compete with each other) [ 124 ] or in organized tournaments at institutions located in the twin cities of Islamabad and Rawalpindi. The only inclusion criterion was if they play video games (eg, Counter Strike–Global Offensive, PlayerUnknown’s Battlegrounds, Call of Duty, Fortnite) daily for a minimum of 1 hour.…”

Bridging the Gap Between Product Design and Customer Engagement: Role of Self-Determined Needs Satisfaction

“…As, several marketing researchers are looking forward to determine the predictors and outcomes of customer engagement (Barari et al, 2021). Moreover, previous studies have given much focus to outcomes of customer engagement such as purchase intent and word-of-mouth (Abbasi et al, 2020), brand trust, brand commitment, and brand loyalty (Khan et al, 2019), and online service recovery (Islam et al, 2019). However, little research has been done on the predictor side of customer engagement.…”

“…Although considerable studies have analyzed the relationship between product design and several consumer behaviors such as customer pleasure (Desmet, 2012; Desmet & Hekkert, 2007), customer loyalty (Hsu et al, 2018), customer satisfaction, and purchase intention (Moon et al, 2015; Wang et al, 2018) and consumer preferences(Marques da Rosa et al, 2019), little focus has been given to the customer engagement in relation to product design. Generally, marketing researchers are looking forward to identifying the predictors and outcomes of customer engagement and understanding the mechanism through which predictors shape customer engagement (Abbasi et al, 2020; Barari et al, 2021; Harmeling et al, 2017; Joshi & Garg, 2021; Khan et al, 2019; Pansari & Kumar, 2017; Rasool et al, 2020; Sabir, 2020). In this regard, product design can initiate a useful point in understanding the product-customer relationship.…”

“…More specifically, researchers are struggling to examine how the dimensions of product design may impact consumer behaviors (Candi et al, 2017; Rana & Paul, 2017). Besides, previous studies have given much attention to the outcomes of customer engagement (Abbasi et al, 2020; Islam et al, 2019; Khan et al, 2019; Rasool et al, 2020). For instance, Islam et al (2019) have reported that customer engagement drives customer information sharing and perceived customer interactional justice, which in turn improves online service recovery.…”

Ways to influence consumption behaviors

“…The review is based on: “The effects of consumer esports videogame engagement on consumption behaviors” by Abbasi et al (2020), published in Journal of Product & Brand Management. Consumer engagement is critical in order for a range of positive consumption behaviours to emerge.…”