An Empirical Study on Esports Consumer Consumption Patterns, Motives and its Effect on Consumer Behavior

10.2478/bjlp-2023-00000234

Abstract

Esports (sometimes known as electronic sports) is a type of video game competition. Esports is a global phenomenon that has been growing rapidly in recent years. Esports is a form of electronic sports that are usually organized multiplayer video game events between professional players, either individually or in teams. This study looked at the relatively new phenomena of eSports gaming, focusing on both motivational and behavioral aspects of eSports consumption to see if eSports consumption is becoming more popular. Whether consumption exists alone as a unique market or if it is related to other markets. Alternatively, it can be used to supplement typical sports consumption. The extent to which intentions influence time spent on eSports was investigated using regression analysis. Previous esports research has relied on finding and collecting data in either in-person, esports-specific settings or through internet surveys aimed towards a certain demographic. Since then esports has witnessed growing popularity among Indian youth and has severely impacted their behavioral outcomes. The present study in this respect tried to understand the impact of esports on consumer behavior. In order to fulfil the purpose of study a survey has been conducted with 124 consumers of Esports in India based on close ended structured questionnaire. The results of the data showed that there is significant impact of esports on consumer behavior. The findings of this study reveal that to successfully reach target audiences in the esports business and promote esports consumption on more material, esports-related gear, and other items.