The effects of consumer esports videogame engagement on consumption behaviors

Abstract

PurposeThis study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date.Design/methodology/approachAfter approaching esports consumers in different gaming zones in Pakistan, this paper collected data from 364 videogame-based esports consumers. This paper deployed SmartPLS 3.2.8 software to perform the partial least squares-structural equation modeling-based analyzes.FindingsThe structural model results show that consumers’ affective and behavioral esports videogame engagement positively affects their consumption behavior, including heightened community engagement, purchase intent, coproduction, word-of-mouth and new player recruitment. However, while consumers’ cognitive esports engagement was found to positively impact community engagement, new player recruitment and coproduction, it failed to predict consumers’ esports-related purchase intent or word-of-mouth behaviors.Practical implicationsThe findings reveal that a strategic focus on consumers’ esports game engagement will enable practitioners to nurture desirable consumer behaviors, including enhanced purchase intent, coproduction, word-of-mouth and new player recruitment behaviors, thus warranting consumer engagement’s strategic value as a key esports gaming metric.Originality/valueEmpirical research into the role of consumers’ esports videogame engagement on their ensuing consumption behaviors remains scant to date. Based on this gap, this study offers a timely contribution by exploring and validating a model that gauges the effect of consumers’ cognitive, emotional and behavioral esports videogame engagement on their community engagement, purchase intention, coproduction, word-of-mouth and new player recruitment. It, thus, offers important insight into the rapidly advancing field of digital esports games.