Abstract
Purpose: EWOM is an important variable that affects the selection and purchase process of users who enjoy e-sports, and this is likely to lead to other users’ willingness to recommend. However, e-sports users do not always have positive and satisfactory experiences through eWOM. Sometimes you experience dissatisfaction with your choice through eWOM, and you can see that you take various actions to resolve complaints after purchasing to remove uncomfortable feelings. Therefore, this study aims to analyze the effect of cognitive dissonance according to eWOM for users who enjoy e-sports and to examine the structural relationship of e-sports recommendation intention through self-rationalization of users who have experienced cognitive dissonance. Research design, data, and methodology: To verify this research model, an online survey was conducted using structured questionnaires for users from both Korea and Japan who have used e-sports within the last three months. Of a total of 180 questionnaires, 160 copies were used for the final analysis, excluding 20 copies with many unfaithful responses or poor internal consistency. After that, through the process of data coding, the SPSS18 program and the AMOS21 analysis program were used to demonstrate the researched and designed structural equation model. Implications: Summarizing the results of this study, eWOM had a positive (+) effect on both positive and negative inconsistencies in cognitive dissonance. Positive inconsistency was found to have a positive effect on recommendation intention. Negative discrepancies were found to have an effect on self-rationalization, but self-rationalization was found to have no effect on recommendation intention. Finally, it was found that there was a difference between eWOM and e-sports users in Korea and Japan in the structural relationship between cognitive dissonance, selfrationalization, and recommendation intention.
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