■了解预测电子竞技游戏在线观众意图的因素引起了学术界的极大关注。先前关于这个主题的工作主要集中在解释观众动机和行为意图之间的调解机制,比如态度和主观幸福感,在忽视团队认同和对过去经验的满意度的具体作用的同时,这在以前的研究中被研究不足,但在电子竞技观众的背景下也很突出。此外,以前的研究主要是在西方背景下进行的;因此,对中国的在线电子竞技受众及其在直播平台上观看电子竞技游戏的动机知之甚少。
■因此,本研究旨在通过分层回归和结构方程模型来检查这些因素是否以及如何与在线观看电子竞技游戏的意图相关。
■对452名中国电子竞技在线受众的调查结果表明,三种动机(技能提高,娱乐,和朋友联系),对电子竞技游戏在线观众的态度,对过去经验的满意度与观看意图呈正相关。这些动机和满意度也积极影响态度,而社会化机会(动机之一)对态度产生负面影响。此外,团队认同负向调节了对过去经验的满意度与行为意向之间的关系。此外,态度介导了动机之间的联系,满意,和行为意图。
■一般来说,我们的研究确定了与中国电子竞技观众的态度以及他们的观看意图有关的动机,并强调了对过去经验的满意度的作用,态度,以及电子竞技背景下的团队识别。这些发现有助于得出电子竞技游戏在线观众的整体观点。
UNASSIGNED: Understanding factors that predict the intention of e-sports game online spectatorship has drawn a great deal of scholarly attention. Prior work on this topic has primarily focused on explaining the mediation mechanism between the spectator motivations and behavioral intention, such as attitude and subjective well-being, while overlooking the specific role of team identification and satisfaction with past experience, which were understudied in the previous studies but also prominent in the context of e-sports spectatorship. Besides, previous research was mainly conducted in a Western context; therefore, little was known about the online e-sports audience in China and their motivations to view e-sports games on live-streaming platforms.
UNASSIGNED: The current study thus aims to examine if and how these factors are related to the intention of watching e-sports games online by hierarchical regression and structural equation modeling.
UNASSIGNED: Results from a survey of 452 Chinese e-sports online audiences suggested that three motivations (skill improvement, entertainment, and friends bonding), attitude towards e-sports game online spectatorship, and satisfaction with past experience were positively related to watching intention. These motivations and satisfaction also positively influenced attitude, while socialization opportunity (one of the motivations) negatively influenced attitude. Furthermore, team identification negatively moderated the relationship between satisfaction with past experience and behavioral intention. Also, attitude mediated the association between motivations, satisfaction, and behavioral intention.
UNASSIGNED: In general, our study identifies the motivations that relate to Chinese e-sports viewers\' attitude as well as their watching intention, and underscores the role of satisfaction with past experience, attitude, and team identification in the context of e-sports. These findings contribute to deriving a holistic view of e-sports game online spectatorship.