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The effects of consumer esports videogame engagement on consumption behaviors

Purpose: This study aims to propose a model for predicting consumers� esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date. Design/methodology/approach: After approaching esports consumers in different gaming zones in Pakistan, this paper collected da...

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Main Authors: Abbasi, A.Z., Asif, M., Hollebeek, L.D., Islam, J.U., Ting, D.H., Rehman, U.
Format: Article
Published: Emerald Group Holdings Ltd. 2021
Online Access:https://www.scopus.com/inward/record.uri?eid=2-s2.0-85097135120&doi=10.1108%2fJPBM-04-2020-2839&partnerID=40&md5=dd8e43863789c99ebab9d1bc4c4b0555
http://eprints.utp.edu.my/30270/
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spelling my.utp.eprints.302702022-03-25T06:39:51Z The effects of consumer esports videogame engagement on consumption behaviors Abbasi, A.Z. Asif, M. Hollebeek, L.D. Islam, J.U. Ting, D.H. Rehman, U. Purpose: This study aims to propose a model for predicting consumers� esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date. Design/methodology/approach: After approaching esports consumers in different gaming zones in Pakistan, this paper collected data from 364 videogame-based esports consumers. This paper deployed SmartPLS 3.2.8 software to perform the partial least squares-structural equation modeling-based analyzes. Findings: The structural model results show that consumers� affective and behavioral esports videogame engagement positively affects their consumption behavior, including heightened community engagement, purchase intent, coproduction, word-of-mouth and new player recruitment. However, while consumers� cognitive esports engagement was found to positively impact community engagement, new player recruitment and coproduction, it failed to predict consumers� esports-related purchase intent or word-of-mouth behaviors. Practical implications: The findings reveal that a strategic focus on consumers� esports game engagement will enable practitioners to nurture desirable consumer behaviors, including enhanced purchase intent, coproduction, word-of-mouth and new player recruitment behaviors, thus warranting consumer engagement�s strategic value as a key esports gaming metric. Originality/value: Empirical research into the role of consumers� esports videogame engagement on their ensuing consumption behaviors remains scant to date. Based on this gap, this study offers a timely contribution by exploring and validating a model that gauges the effect of consumers� cognitive, emotional and behavioral esports videogame engagement on their community engagement, purchase intention, coproduction, word-of-mouth and new player recruitment. It, thus, offers important insight into the rapidly advancing field of digital esports games. © 2020, Emerald Publishing Limited. Emerald Group Holdings Ltd. 2021 Article NonPeerReviewed https://www.scopus.com/inward/record.uri?eid=2-s2.0-85097135120&doi=10.1108%2fJPBM-04-2020-2839&partnerID=40&md5=dd8e43863789c99ebab9d1bc4c4b0555 Abbasi, A.Z. and Asif, M. and Hollebeek, L.D. and Islam, J.U. and Ting, D.H. and Rehman, U. (2021) The effects of consumer esports videogame engagement on consumption behaviors. Journal of Product and Brand Management, 30 (8). pp. 1194-1211. http://eprints.utp.edu.my/30270/
institution Universiti Teknologi Petronas
building UTP Resource Centre
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Petronas
content_source UTP Institutional Repository
url_provider http://eprints.utp.edu.my/
description Purpose: This study aims to propose a model for predicting consumers� esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date. Design/methodology/approach: After approaching esports consumers in different gaming zones in Pakistan, this paper collected data from 364 videogame-based esports consumers. This paper deployed SmartPLS 3.2.8 software to perform the partial least squares-structural equation modeling-based analyzes. Findings: The structural model results show that consumers� affective and behavioral esports videogame engagement positively affects their consumption behavior, including heightened community engagement, purchase intent, coproduction, word-of-mouth and new player recruitment. However, while consumers� cognitive esports engagement was found to positively impact community engagement, new player recruitment and coproduction, it failed to predict consumers� esports-related purchase intent or word-of-mouth behaviors. Practical implications: The findings reveal that a strategic focus on consumers� esports game engagement will enable practitioners to nurture desirable consumer behaviors, including enhanced purchase intent, coproduction, word-of-mouth and new player recruitment behaviors, thus warranting consumer engagement�s strategic value as a key esports gaming metric. Originality/value: Empirical research into the role of consumers� esports videogame engagement on their ensuing consumption behaviors remains scant to date. Based on this gap, this study offers a timely contribution by exploring and validating a model that gauges the effect of consumers� cognitive, emotional and behavioral esports videogame engagement on their community engagement, purchase intention, coproduction, word-of-mouth and new player recruitment. It, thus, offers important insight into the rapidly advancing field of digital esports games. © 2020, Emerald Publishing Limited.
format Article
author Abbasi, A.Z.
Asif, M.
Hollebeek, L.D.
Islam, J.U.
Ting, D.H.
Rehman, U.
spellingShingle Abbasi, A.Z.
Asif, M.
Hollebeek, L.D.
Islam, J.U.
Ting, D.H.
Rehman, U.
The effects of consumer esports videogame engagement on consumption behaviors
author_facet Abbasi, A.Z.
Asif, M.
Hollebeek, L.D.
Islam, J.U.
Ting, D.H.
Rehman, U.
author_sort Abbasi, A.Z.
title The effects of consumer esports videogame engagement on consumption behaviors
title_short The effects of consumer esports videogame engagement on consumption behaviors
title_full The effects of consumer esports videogame engagement on consumption behaviors
title_fullStr The effects of consumer esports videogame engagement on consumption behaviors
title_full_unstemmed The effects of consumer esports videogame engagement on consumption behaviors
title_sort effects of consumer esports videogame engagement on consumption behaviors
publisher Emerald Group Holdings Ltd.
publishDate 2021
url https://www.scopus.com/inward/record.uri?eid=2-s2.0-85097135120&doi=10.1108%2fJPBM-04-2020-2839&partnerID=40&md5=dd8e43863789c99ebab9d1bc4c4b0555
http://eprints.utp.edu.my/30270/
_version_ 1738657083857829888
score 13.211869

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