电子竞技活动的消费者参与动机研究：基于自我决定理论的视角

Research on Consumer Participation Motivation of E-sports Activities:Based on The Perspective of Self-Determination Theory

随着游戏产业的崛起和网络直播技术的改进,电子竞技已成为互联网中快速增长的娱乐消费途径。基于自我决定理论,从动机因素和参与电子竞技活动的方式构建理论模型,探索个人动机对参与电子竞技活动行为的影响;通过问卷调查收集数据,采用SPSS24.0和结构方程模型(PLS-SEM)工具SmartPLS分析数据验证模型。结果表明:内部动机如感知乐趣、角色扮演和逃避现实显著影响沉浸动机的形成,进而促进参与电竞活动的行为;外部动机(如替代性成就和学习技术)对参与电子竞技活动可产生积极影响,而社交机会对参与电子竞技游戏的行为影响显著,对观看电子竞技赛事影响不明显。最终,结合我国电子竞技的发展现状,为产业链上的相关实践者提供了相应的参考建议。

With the rapid rise of China's game industry and the improvement of webcasting technology, e-sports has become a fast-growing emerging entertainment consumption channel in the Internet. Research based on self-determination theory, constructing theoretical models from motivational factors and participation in e-sports activities, exploring the impact of internal motivation and external motivation on consumers′ participation in e-sports activities;A questionnaire survey was conducted to collect data, SPSS 24.0 and Structural Equation Model (PLS-SEM) tool SmartPLS was used to analyze the data and verify the research model.[Results/Conclusions] Consumers' internal motivations (such as perceived fun, role-playing, and escapism) significantly influence the formation of immersive motives, thereby promoting participation in e-sports activities;external motivations (such as vicarious achievements and learning techniques) have a positive impact on the behavior of e-sports activities, while social opportunities have a significant impact on the behavior of participating in e-sports games, and the impact on the behavior of watching e-sports events is not obvious. Finally, this paper provides relevant reference suggestions for practitioners in the industry chain based on status of China’s e-sports.