Electronic Sports was featured as a demonstration sport at 2018 Jakarta- Palembang Asian Games. In recent years, ‘esports’ grew rapidly and has been solidifying its place as an official professional sports worldwide. Therefore, esports, just like other spectator sports, attracting spectators is more...
Electronic Sports was featured as a demonstration sport at 2018 Jakarta- Palembang Asian Games. In recent years, ‘esports’ grew rapidly and has been solidifying its place as an official professional sports worldwide. Therefore, esports, just like other spectator sports, attracting spectators is more important than anything else. However, in Korea, where esports were originated, there have been many disputes over whether or not to transfer the sport as an official sport. In addition, esports events are also being carried out in terms of production of broadcasting contents so there are many areas to be improve including the place of dedicated stadiums, facilities and pricing. There cannot be a spectator sport without an audience, so a marketing strategy for the specific audience is essential.
In this study, Chinese esports direct observers which are more systematic than Korea in direct observation and operation of dedicated stadiums are a population of individuals. It is to identify the effect of on the viewer satisfaction level and the relationship between the degrees of follow-up action (review, recommendation, oral review), psychological viewing (sports, fan sight), and external viewing motor (audience promotion). In addition, it aims to help develop a marketing strategy that can lead the audience to the stadium by identifying specific characteristics by dividing the female audience into groups according to the factors of the viewing motor.
The online survey was conducted to Chinese viewers: an object of study, who had experience in watching esports directly and used 320 copies total in its final analysis, excluding insincere answers. Data analysis of this study was conducted by using IBM Statistics SPSS 23.0 and IBM SPSS AMOS 23.0 to perform technical statistical analysis, confirmatory factor analysis, structural equation, and cluster analysis and regression. The results were obtained through the following research method.
First of all, it has been revealed that the factors that are attached to the game technology and the team, which are sports spectators, have a positive influence on the audience's satisfaction. In addition, while the spectating promote motivation factor did not affect the audience's satisfaction but it was found that the behavior intention had a positive effect. The audience's satisfaction has a positive influence on their behavior intention. According to the reasons for the viewing, there were no demographic or general differences between three groups: sports focused group, sports+fan promote group, and fan promote ignorance group. There was a significant differences between these three but there was no significant differences between sports+fan promote group and fan promote ignorance group. It was also found that there were significant differences in the three groups regarding behavior. Lastly, as sports focused group’s frequency of the show increases, the more they behave. The sports+fan promote group satisfied more when they are watching sports games with others people. The fan promote ignorance group turned out that the behavior intention appears to be a stronger.
Electronic Sports was featured as a demonstration sport at 2018 Jakarta- Palembang Asian Games. In recent years, ‘esports’ grew rapidly and has been solidifying its place as an official professional sports worldwide. Therefore, esports, just like other spectator sports, attracting spectators is more important than anything else. However, in Korea, where esports were originated, there have been many disputes over whether or not to transfer the sport as an official sport. In addition, esports events are also being carried out in terms of production of broadcasting contents so there are many areas to be improve including the place of dedicated stadiums, facilities and pricing. There cannot be a spectator sport without an audience, so a marketing strategy for the specific audience is essential.
In this study, Chinese esports direct observers which are more systematic than Korea in direct observation and operation of dedicated stadiums are a population of individuals. It is to identify the effect of on the viewer satisfaction level and the relationship between the degrees of follow-up action (review, recommendation, oral review), psychological viewing (sports, fan sight), and external viewing motor (audience promotion). In addition, it aims to help develop a marketing strategy that can lead the audience to the stadium by identifying specific characteristics by dividing the female audience into groups according to the factors of the viewing motor.
The online survey was conducted to Chinese viewers: an object of study, who had experience in watching esports directly and used 320 copies total in its final analysis, excluding insincere answers. Data analysis of this study was conducted by using IBM Statistics SPSS 23.0 and IBM SPSS AMOS 23.0 to perform technical statistical analysis, confirmatory factor analysis, structural equation, and cluster analysis and regression. The results were obtained through the following research method.
First of all, it has been revealed that the factors that are attached to the game technology and the team, which are sports spectators, have a positive influence on the audience's satisfaction. In addition, while the spectating promote motivation factor did not affect the audience's satisfaction but it was found that the behavior intention had a positive effect. The audience's satisfaction has a positive influence on their behavior intention. According to the reasons for the viewing, there were no demographic or general differences between three groups: sports focused group, sports+fan promote group, and fan promote ignorance group. There was a significant differences between these three but there was no significant differences between sports+fan promote group and fan promote ignorance group. It was also found that there were significant differences in the three groups regarding behavior. Lastly, as sports focused group’s frequency of the show increases, the more they behave. The sports+fan promote group satisfied more when they are watching sports games with others people. The fan promote ignorance group turned out that the behavior intention appears to be a stronger.
주제어
#e스포츠, 직접관람동기, 관람만족, 행동의도, esports, Direct Viewer’s Spectator Motivation, Audience Satisfaction, Behavior Intension
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