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Konsumentenverhalten im E-Sport: Konsummotive von E-Sport-Zuschauern und Implikationen für das E-Sport-Management

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  • Vikoulov, Serguei
  • Hodeck, Alexander
  • Grund, Marco

Abstract

E-sports booms and elevates e-sports viewers to a central stakeholder of the value chain. This makes a sound understanding of the consumer behavior of e-sports spectators essential for corporate success. The aim of this paper is to identify possible consumption motives of esports viewers to derive promising implications for a consumer-oriented management of esports organizations. A popular method for researching consumption motives in spectator sports is the Motivation Scale for Sports Consumption (MSSC), which was instrumentalized in this work within a previously tested quantitative online survey (n = 248) and statistically analyzed with the help of group formations in order to answer the research question: "What are the central consumption motives of esports spectators worldwide who consume esports in early 2023, based on the MSSC model?" Based on the results, vicarious achievement, drama, escapism, knowledge acquisition, physical skills of players, enjoyment of aggression and novelty were identified as consumption motives of esports viewers worldwide who consumed esports in early 2023. This paper provides a deep insight into the esports industry, further data and insights about esports viewers. It also explains how esports organizations can gain economic advantages by aligning their business activities with consumption motives and addressing them in a targeted manner. However, the results indicate that consumption motives can differ greatly among esports viewers. Therefore, esports and esports viewers cannot be regarded as a homogenous group. Consequently, further research should be conducted in a more differentiated manner and with the help of specific esports models to increase the quality of results.

Suggested Citation

  • Vikoulov, Serguei & Hodeck, Alexander & Grund, Marco, 2025. "Konsumentenverhalten im E-Sport: Konsummotive von E-Sport-Zuschauern und Implikationen für das E-Sport-Management," ISM Working Papers 29, International School of Management (ISM), Dortmund.
    • Handle: RePEc:zbw:ismwps:316452
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    1. Xu, Xiao-Yu & Luo, Xin (Robert) & Wu, Kuang & Zhao, Weijie, 2021. "Exploring viewer participation in online video game streaming: A mixed-methods approach," International Journal of Information Management, Elsevier, vol. 58(C).
    2. Michael G Trotter & Tristan J. Coulter & Paul A Davis & Dylan R Poulus & Remco Polman, 2020. "The Association between Esports Participation, Health and Physical Activity Behaviour," IJERPH, MDPI, vol. 17(19), pages 1-14, October.
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    Keywords

    Esports; management; consumer behavior; consumption motives; MSSC; survey data;
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