Abstract
This research examines how seven dimensions of e-sport spectatorship motivation on live streaming influence e-sport fans' flow experience, subjective well-being, behavioral intention and ultimately, game loyalty. Based on the traditional sport spectatorship literature and theories of flow and well-being, this study proposes a research model specifying the impact of virtual e-sport spectatorship through live-streaming services on e-sport fans’ real-life satisfaction and behavior. Employing a survey approach for data collection, this study conducted structural equation modeling to empirically assess the hypothesized associations among variables. The results indicate that flow experience is significantly affected by achievement, drama and player skills. The findings also reveal that subjective well-being is significantly influenced by achievement, friendship and social dimensions. Additionally, this study found significant relationships among flow experience, subjective well-being, behavioral intention and game loyalty. Based on the empirical results, this study provides several implications for the industry and enhancements to existing literature.
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