E스포츠 소비자들의 소비동기와 소비태도 및 소비행동의 구조적 관계

Abstract

The purpose of this study is to analyze the structural relationship between consumption motivation, attitudes, and behavior in e-sports consumers and to investigate the mediating effect of consumption attitudes on the relationship between consumption motivation and behavior. To this end, e-sports users who had watched a game in a stadium in person or who had obtained e-sports information via Internet broadcasting, TV, and social networks were selected as research subjects. A survey was performed by sending out URLs through text, Kakao Talk, and social media, including online communities and Facebook, and data received from 274 voluntary responders was analyzed. After performing a fit test for the entire model using SPSS 20.0 and AMOS 20.0 and testing the hypotheses, the following results were derived: first, as for the relationship between consumption motivation and consumption attitudes, it was found that a sense of accomplishment, escaping from everyday life, knowledge, and entertainment affected consumption attitudes. Dramatic situations, however, did not show a significant effect on consumption attitudes. Second, consumption attitudes were found to have a significant effect on consumption behavior. Third, a sense of accomplishment and dramatic situations had a significant effect on consumption behavior, while escaping from everyday life, knowledge, and entertainment were found to be insignificant for consumption behavior. Fourth, consumption attitudes mediate the relationship between consumption motivation and consumption behavior. Accordingly, it was found that motivation to satisfy needs in the psychological process that encourages consumption contributes to consumption behavior by strengthening the attitudes.