부산대학교 도서관

Purpose The purpose of this study was to investigate the structural relation between seven areas ofeSports consumption motivation(hedonic, aesthetic, competition, control, challenge, social interaction,stress) and loyalty. Additionally, the present study examined the moderating effect of genre in therelationship eSports consumption motivation and consumer loyalty in the context of eSorts. Methods Forthese research purposes, the current study conducted a survey targeting 500 eSports users via onlinesurvey platform. A confirmatory factor analysis(CFA) was conducted to confirm the reliability and validityof the measurement model. After the result of CFA was ensured, using R program a multi-group structuralequation 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 foundto be statistically significant and positive. Second, the moderating effect of genre on the relationshipbetween eSports motivations including aesthetic, social interaction, escape, and loyalty was statisticallysignificant. Conclusion The results of this study suggest that consumers are strongly motivated to meettheir needs related to hedonic, control, challenge, escape regardless of genre, and that the role ofaesthetic, social interaction, and escape in loyalty varies by genre.