relation: https://khub.utp.edu.my/scholars/14254/
title: The effects of consumer esports videogame engagement on consumption behaviors
creator: Abbasi, A.Z.
creator: Asif, M.
creator: Hollebeek, L.D.
creator: Islam, J.U.
creator: Ting, D.H.
creator: Rehman, U.
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.
publisher: Emerald Group Holdings Ltd.
date: 2021
type: Article
type: PeerReviewed
identifier:   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.  ISSN 10610421     
relation: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85097135120&doi=10.1108%2fJPBM-04-2020-2839&partnerID=40&md5=dd8e43863789c99ebab9d1bc4c4b0555
relation: 10.1108/JPBM-04-2020-2839
identifier: 10.1108/JPBM-04-2020-2839