The Factors Impacting Customer Intention to Engage in E-Sport Games

Cai YueXi, Surachai Traiwannakij, Kowin Viwathpongpan


E-sports is a new industry derived from online games. On November 18, 2003, China officially approved e-sports as the 99th sports event in China, and e-sports has since entered the regular operation and development system. The sports industry is a new type with great market potential and development prospects. The development of the economy has made e-sports a demand, and the development of e-sports has also promoted the development of new market patterns and comprehensive industries. This study aims to find the factors influencing consumers' intention to engage in e-sports games. The quantitative method based on questionnaires is applied. Descriptive statistics such as frequency, percent frequency, mean, and standard deviation are introduced. Various inferential statistical methods are used to test the hypothesis, particularly the Independent Sample t-test, the One-way ANOVA, and the Multiple Regression Analysis. The results gained from the study show that differences in Demographic Factors in terms of Gender, Age, Educational Level, and Hometown generate differences in Intention to engage in E-sports. Regarding Online Behavior, all aspects of Online Behavior generate differences in Intention to Engage in E-sport Games. The Semi-Log Linear Regression Analysis shows that Action and Casual Games have played an essential role in the Intention to Engage in E-sport Games. However, the former is more effective than the latter. Therefore, all the research results obtained are conducive to developing the theory. The demographic factor is crucial to the rapid growth of e-sports as it is the main factor determining the audience of e-sports. Only customers with the largest market share can rapidly develop under numerous factors.


E-sports, Online Behavior, Game Characteristics, Intention to engage in e-sports games

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