학술논문
e스포츠 참여동기가 충성도에 미치는 영향: 장르의 조절효과를 중심으로
The Effects of eSports Motivations on Loyalty: A Focus on the Moderation Effect of Genre
The Effects of eSports Motivations on Loyalty: A Focus on the Moderation Effect of Genre
Document Type
Article
Author
Source
한국융합과학회지 / Korean Journal of Convergence Science. Feb 28, 2024 13(2):31
Subject
Language
Korean
English
English
ISSN
2671-7395
Abstract
연구목적 본 연구는 e스포츠 소비자의 참여동기가 충성도에 미치는 영향을 확인하고, e스포츠 소비자의 참여동기와 충성도의 관계에서 e스포츠 장르를 5개로 분류하여 장르의 조절효과를 검증하는데 목적이 있다. 연구방법 이를 위해, e스포츠 참여자들을 대상으로 설문조사를 실시했다. 총 500부의 최종 유효표본을 확보하였으며 통계 프로그램 R을 활용하여 확인적요인분석, 구조방정식모형분석, 다집단구조방정식 분석을 실시하였다. 결과 연구 결과 첫째, e스포츠 참여동기 중 오락성, 조작성, 도전성, 일상탈출은 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, e스포츠 참여동기 중 심미성, 사회성, 일상탈출이 충성도에 미치는 영향은 장르별로 상이한 것으로 나타났다. 결론 본 연구의 결과는 소비자들에게 장르를 불문하고 e스포츠에 지속적으로 참여하는 데 있어 오락성, 조작성, 도전성, 일상탈출과 관련된 욕구를 충족시키고자 하는 동기가 강하게 작용한다는 것을 의미하며, 장르별로 심미성, 사회성, 일상탈출과 관련된 욕구를 충족시키고자 하는 동기의 역할은 상이하다는 것을 시사한다.
Purpose The purpose of this study was to investigate the structural relation between seven areas of eSports consumption motivation(hedonic, aesthetic, competition, control, challenge, social interaction, stress) and loyalty. Additionally, the present study examined the moderating effect of genre in the relationship eSports consumption motivation and consumer loyalty in the context of eSorts. Methods For these research purposes, the current study conducted a survey targeting 500 eSports users via online survey platform. A confirmatory factor analysis(CFA) was conducted to confirm the reliability and validity of the measurement model. After the result of CFA was ensured, using R program a multi-group structural equation modeling was performed to test the hypotheses of the study. Result The results are as follows: First, the effect of eSports motivations including hedonic, control, challenge, escape on loyalty were found to be statistically significant and positive. Second, the moderating effect of genre on the relationship between eSports motivations including aesthetic, social interaction, escape, and loyalty was statistically significant. Conclusion The results of this study suggest that consumers are strongly motivated to meet their needs related to hedonic, control, challenge, escape regardless of genre, and that the role of aesthetic, social interaction, and escape in loyalty varies by genre.
Purpose The purpose of this study was to investigate the structural relation between seven areas of eSports consumption motivation(hedonic, aesthetic, competition, control, challenge, social interaction, stress) and loyalty. Additionally, the present study examined the moderating effect of genre in the relationship eSports consumption motivation and consumer loyalty in the context of eSorts. Methods For these research purposes, the current study conducted a survey targeting 500 eSports users via online survey platform. A confirmatory factor analysis(CFA) was conducted to confirm the reliability and validity of the measurement model. After the result of CFA was ensured, using R program a multi-group structural equation modeling was performed to test the hypotheses of the study. Result The results are as follows: First, the effect of eSports motivations including hedonic, control, challenge, escape on loyalty were found to be statistically significant and positive. Second, the moderating effect of genre on the relationship between eSports motivations including aesthetic, social interaction, escape, and loyalty was statistically significant. Conclusion The results of this study suggest that consumers are strongly motivated to meet their needs related to hedonic, control, challenge, escape regardless of genre, and that the role of aesthetic, social interaction, and escape in loyalty varies by genre.