School of Physical Education and Sports Science, South China Normal University, Guangzhou, China.
School of International Studies, Renmin University of China, Beijing, China.
Sci Rep. 2024 Jun 15;14(1):13858. doi: 10.1038/s41598-024-64712-2.
This study seeks to examine the multifaceted influences of diverse motivational factors on the live streaming engagement of e-sports fans based on self-determination theory. While previous research has focused on the offline participation in e-sports events, the shift towards live streaming engagement has created a new and underexplored area: the motivations for live streaming viewing among e-sports fans. Consequently, this research develops an e-sports Live Streaming Viewing Motivation Scale for evaluating both intrinsic and extrinsic motivations underlying e-sports fans' live streaming engagement, and then utilises SPSS 26.0 and AMOS 26.0 to assess the reliability and validity of the scale. Subsequently, multiple linear regression analysis of 1052 questionnaires is employed to construct models and evaluate hypotheses. Findings indicate that : (1) Intrinsic motivation exhibits significant impact on the live viewing behaviour of e-sports fans. (2) However, the impact of extrinsic motivation is insignificant. (3) When both intrinsic and extrinsic motivations coexist, intrinsic motivation maintains a positive impact, whereas extrinsic motivation demonstrates a negative influence. (4) The motivational influence is multifaceted; notably, dimensions such as idol worship, leisure entertainment, and competitive stimulation positively affect live viewing motivation, while belonging identification, social engagement, and peripheral activities exert a negative impact. In conclusion, intrinsic motivation emerges as the primary driving force behind e-sports fans' live streaming viewing behaviour. Extrinsic motivation fails to independently influence live streaming engagement and even dampens enthusiasm when combined with intrinsic motivation. Theoretically, this study contributes to the existing literature on Self-determination theory and motivations behind e-sports live streaming viewing behaviour. It not only refines the motivation scale, but also elucidates the impact of various motivations on viewing behaviour. Practically, it provides insights for optimising e-sports products and services.
本研究旨在依据自我决定理论，探讨多种动机因素对电子竞技粉丝直播参与的多方面影响。虽然先前的研究集中在电子竞技线下参与，但向直播参与的转变创造了一个新的、尚未充分探索的领域：电子竞技粉丝直播观看的动机。因此，本研究开发了一个电子竞技直播观看动机量表，用于评估电子竞技粉丝直播参与的内在和外在动机，并利用 SPSS 26.0 和 AMOS 26.0 评估量表的信度和效度。随后，对 1052 份问卷进行多元线性回归分析，构建模型并验证假设。研究结果表明：（1）内在动机对电子竞技粉丝的直播观看行为有显著影响。（2）外在动机的影响不显著。（3）当内在动机和外在动机同时存在时，内在动机保持积极影响，而外在动机则产生负面影响。（4）动机影响是多方面的；值得注意的是，偶像崇拜、休闲娱乐和竞争刺激等维度对直播观看动机有积极影响，而归属感认同、社会参与和外围活动则产生负面影响。总之，内在动机是电子竞技粉丝直播观看行为的主要驱动力。外在动机无法独立影响直播参与，甚至在与内在动机结合时会削弱热情。从理论上讲，本研究为自我决定理论和电子竞技直播观看行为动机的现有文献做出了贡献。它不仅完善了动机量表，还阐明了各种动机对观看行为的影响。从实践上讲，它为优化电子竞技产品和服务提供了启示。
