HJ Institute of Technology and Management, 71 Jungdong-Ro 39, Bucheon-si, Gyeonggi-do, 14721, Republic of Korea.
Department of Physical Education, Kookmin University, 77, Jeongneung-Ro, Seongbuk-Gu, Seoul, 02707, Republic of Korea.
Sci Rep. 2024 Aug 27;14(1):19934. doi: 10.1038/s41598-024-70847-z.
As the esports industry continues its rapid growth, new opportunities such as the metaverse and non-fungible tokens (NFTs) are emerging, driven by the inherently digital nature of esports. To better understand viewer engagement in this evolving landscape, this study investigates viewer behavior in the context of watching esports. A survey was conducted on a sample of 312 esports viewers in South Korea, and the data was subsequently analyzed using structural equation modeling. The study's findings indicate that hedonic motivation is significantly correlated with attitudes toward esports and the utilization of esports in the metaverse. Furthermore, perceived enjoyment was found to significantly positively influence attitudes toward esports, the metaverse expansion of esports, and the use of esports via NFTs. Notably, attitudes toward esports showed a significant relationship with continuance intention. Both subjective norms and perceived behavioral control were also found to significantly influence continuance intention.
随着电子竞技行业的快速发展，新的机会如元宇宙和非同质化代币（NFT）正在涌现，这是由电子竞技固有的数字化性质所驱动的。为了更好地理解观众在这一不断发展的领域中的参与度，本研究调查了观众在观看电子竞技时的行为。对韩国的 312 名电子竞技观众进行了一项调查，随后使用结构方程模型对数据进行了分析。研究结果表明，享乐动机与对电子竞技的态度和元宇宙中电子竞技的应用显著相关。此外，感知乐趣被发现对电子竞技的态度、电子竞技的元宇宙扩展以及通过 NFT 应用电子竞技有显著的积极影响。值得注意的是，对电子竞技的态度与持续意愿呈显著关系。主观规范和感知行为控制也被发现对持续意愿有显著影响。
