The effects of consumer esports videogame engagement on consumption behaviors

• 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/
• Institution: Universiti Teknologi Petronas

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.