| 摘要: | Objectives: This study aims to investigate how innovativeness affects esports fan behavior through the framework of the Psychological Continuum Model (PCM). By examining the role of fan innovativeness in shaping value co-creation experiences, fan identification, and fan knowledge, this research aspires to enhance our understanding of how varying levels of psychological connection influence engagement among esports fans.
Theoretical background and Literature review: The research is anchored in the Innovation Diffusion Theory (IDT) and the PCM. IDT elucidates the processes through which innovations are adopted and spread within social systems, making it an appropriate framework for analyzing esports fan behavior. Conversely, PCM offers a systematic approach to understanding the psychological journey of fan engagement, ranging from initial awareness to deep allegiance. While previous studies have broadly examined esports fandom, there is still a notable gap in comprehending the specific psychological processes and behavioral variations among different fan segments.
Methodology: A multi-method approach was utilized, employing Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships among innovativeness, value co-creation experiences, fan identification, fan knowledge, and esports fan behavior. Data were gathered from 347 esports fans in Taiwan through an online survey conducted by the Chinese Taipei Esports Association. The reliability and validity of measurements were evaluated using Cronbach’s alpha, composite reliability, and discriminant validity tests. A multigroup analysis was also performed to investigate differences in fan behavior across the four levels of the PCM.
Results/findings and Discussion: The findings reveal that innovativeness has a significant impact on value co-creation experiences, fan identification, and fan knowledge. However, only fan identification demonstrates a direct and substantial influence on esports fan behavior, while value co-creation experiences and fan knowledge do not show a strong direct effect. The multigroup analysis indicates that the impact of innovativeness on fan identification varies across different PCM levels, with notable differences observed between the awareness and attraction stages, as well as between attachment and allegiance stages. These results underscore the importance of psychological connection in shaping engagement and behavioral patterns among esports fans.
Conclusion: This study advances esports research by applying complexity theory and examining fan behavior through psychological segmentation. The findings emphasize the necessity of understanding fan segmentation within the esports ecosystem and suggest that marketers and esports organizations should customize engagement strategies according to fans' levels of psychological connection. Future research should delve deeper into contextual factors that may moderate these relationships and explore esports fan behavior across diverse cultural contexts. |