Author:Bo-I Chen ; Ya-Yi Tsai
Period/Date/Page:Vol. 22 No. 3 (2020 / 09 / 30) , P193 - 204
DOI:10.5297/ser.202009_22(3).0001
Abstract:Electronic sports (eSports) is a new sports model with a modern attitude that has attracted different generations of spectators. In recent years, research exploring spectators' viewing behaviors has either examined motivation or relied on uses and gratifications theory. However, the factors affecting sports appreciation can be categorized into three aspects: inner psychological factors that can be controlled by individuals, external environmental factors, and contextual factors of individual will. Drawing on the theory of planned behavior, this study investigates the intentions and behaviors of people who have used various devices or media to watch professional eSports events. After signing a cooperation agreement with the website of the largest video game platform in Taiwan, an online questionnaire regarding eSports information was officially posted on its homepage. A total of 386 responses were initially collected; after excluding invalid items, 376 were retained, with a recovery rate of 97%. Results indicate that the spectators' subjective norms, attitude towards viewing professional eSports events, and perceived behavioral control have high predictive power for their intention to watch the event. Among those factors, perceptual behavior control has the greatest impact. Subjective norms have the second highest, whereas attitudes exert no significant impact. Moreover, the spectators' intention has positive predictive power for actual behavior.
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