E-스포츠제품의 고객기대, 고객체험, 지각된 가치와 사용만족도 및 지속사용의도의 구조적 관계: LOL을 중심으로

Abstract

Purpose: This research aims to enhance usage satisfaction and continuance usage intention by proving a structured relationship of the e-Sports product’s customer expectation, customer experience, perceived value usage satisfaction and continuance usage intention.<BR> Method: The subjects of the research were the League of Legends’s Chinese users, and the user survey was conducted from August 1, 2020 to August 31, 2020. The data of 459 users were utilized in the final analysis. A structural equation modeling analysis was conducted utilizing AMOS 24.0.<BR> Results: The results were as follows. First, product-level expectation and service-level expectation had affected customer experience, but company-level expectation did not affect customer experience. Second, customer expectation did not have an effect on the perceived value of the customer. Third, company-level expectation had an effect on usage satisfaction, but service-level expectation and product-level expectation did not have effects on usage satisfaction. Fourth, customer experience had a positive effect on perceived value and usage satisfaction. Fifth, perceived values had a positive effect on usage satisfaction. Sixth, usage satisfaction had a positive effect on the intention of continuance usage intention.<BR> Conclusion: Comprehensive research results show that the expectation and experience of e-Sports product users and the perceived value affect each other, affect user usage satisfaction, and ultimately affect users’ continuance usage intention. Therefore, e-Sports product companies will have to reasonably control users’ expectations, enhancing the customer experience and perceived value of e-Sports product users so that they can increase their usage satisfaction and continuance usage intention.