It is in the game: dimensions of esports online spectator motivation and development of a scale

Abstract

ABSTRACT Research questions: To tackle the idiosyncrasies associated with esports online spectatorship, the study was designed to: (a) develop the Motivation Scale of Esports Spectatorship (MSES) and (b) identify what motivates people to watch esports in an online environment. Research methods: In phase 1 of the study, qualitative data were collected from 8 semi-structured interviews and online open-ended surveys (n = 207). Phase 2 implemented a series of quantitative components to test the motives identified in phase 1 and develop the MSES on two samples of esports online spectators. Exploratory factor analysis (n = 671), confirmatory factor analysis (n = 638), and structural equation modeling analysis (n = 638) were performed to validate the MSES. Results and findings: Skill improvement and vicarious sensation were the unique motives that emerged in the esports context. Distinct perspectives were found regarding skill appreciation and socialization opportunity. Friends bonding, competition excitement, competitive nature, entertaining nature, dramatic nature, and game knowledge were found to mirror the motives of traditional sport consumers. Implications: The study made an initial attempt to provide insights for scholars and practitioners to understand the fast-growing esports consumer market. This study contributes to a growing body of sport spectatorship literature by being one of the pioneering esports studies to investigate how the integration of interactive and immersive experiences (e.g. first-person view, chat room, and personality streams) impact esports spectators’ motivation and behaviors.