%P 1194-1211
%I Emerald Group Holdings Ltd.
%T The effects of consumer esports videogame engagement on consumption behaviors
%J Journal of Product and Brand Management
%R 10.1108/JPBM-04-2020-2839
%V 30
%L scholars14254
%X 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.
%O cited By 45
%N 8
%D 2021
%A A.Z. Abbasi
%A M. Asif
%A L.D. Hollebeek
%A J.U. Islam
%A D.H. Ting
%A U. Rehman