Engagement and consumption behavior of eSports gamers

• Amir Zaib Abbasi ^[1] ; Muhammad Asif ^[3] ; Amjad Shamim ^[2] ; Ding Hooi Ting ^[2] ; Raouf Ahmad Rather ^[4]
  1. [1] King Fahd University of Petroleum and Minerals

     King Fahd University of Petroleum and Minerals

     Arabia Saudí

     
  2. [2] Universiti Teknologi Petronas

     Universiti Teknologi Petronas

     Malasia

     
  3. [3] Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Islamabad, Pakistan
  4. [4] Scientific Independent Researcher, Anantnag, India

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• Localización: Spanish journal of marketing-ESIC, ISSN 2444-9695, ISSN-e 2444-9709, Vol. 27, Nº. Extra 2, 2023 (Ejemplar dedicado a: Consumer Engagement: Contemporary Challenges in an Evolving World)
• Idioma: inglés
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• Resumen

  • Purpose The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in eSports-related products/firm either through direct contribution (purchase intention) or indirect contribution (co-production, community engagement, word-of-mouth and recruitment).

    Design/methodology/approach Data from 262 eSports consumers aged 18–24 years were collected and analyzed through WarpPLS 8.0.

    Findings The findings of this study confirm that CeSE significantly influences all dimensions of the consumption behaviors (purchase intention, co-production, community engagement, word-of-mouth and recruitment).

    Originality/value This study provides empirical support for a conceptual framework developed through the social exchange theory and engagement theory. Besides, hierarchical component model approach is applied to estimate the composite model of CeSE.