Research On Consumer Participation Motivation Of E-sports Activities

With the rapid rise of China's game industry and the improvement of webcasting technology,e-sports has become a fast-growing emerging entertainment consumption channel in the Internet.Research based on self-determination theory,constructing theoretical models from motivational factors and participation in e-sports activities,exploring the impact of internal motivation and external motivation on consumers' participation in e-sports activities;A questionnaire survey was conducted to collect data,SPSS24.0 and Structural Equation Model(PLS-SEM)tool Smart PLS was used to analyze the data and verify the research model.[Results/Conclusions] Consumers' internal motivations(such as perceived fun,role-playing,and escapism)significantly influence the formation of immersive motives,thereby promoting participation in esports activities;external motivations(such as vicarious achievements and learning techniques)have a positive impact on the behavior of e-sports activities,while social opportunities have a significant impact on the behavior of participating in e-sports games,and the impact on the behavior of watching e-sports events is not obvious.Finally,this paper provides relevant reference suggestions for practitioners in the industry chain based on status of China's e-sports.The study conclusion:1.Learning technology motivation in external factors has a greater impact on participation willingness,internal factor immersion and external factor substitution achievement second,which is consistent with the goal of participants often wanting to practice and improve their ability quickly.The motivation for participation of most participants in the survey was verified.2.The impact of alternative achievements and social opportunity motives on viewing e-sports is significantly less pronounced.3.In terms of internal motivation,perceived pleasure,role-playing,and escapism have a positive impact on immersion,and immersion has a positive impact on participating games and watching events in e-sports.4.First,learning technology motivation is an important driving force for e-sports consumers to participate in e-sports activities.Second,immersion is also the main driving force for e-sports consumers to participate in e-sports activities.Furthermore,alternative achievements are also a driving force for e-sports consumers to participate in e-sports activities.Finally,correct and positive social guidance is essential for participating in e-sports activities.