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The Influence of Viewing Motivation on Viewing Satisfaction and Consumption Behavior for e-Sports Audience - Focused on League of Legends Chinese Audience -

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 67(), pp.77-87
  • DOI : 10.25111/jcd.2019.67.06
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : March 4, 2019
  • Accepted : April 26, 2019
  • Published : April 30, 2019

Zhu, Bang-guo 1 KIM JONG MOO I 2

1단국대학교 커뮤니케이션학 석사
2단국대학교

Accredited

ABSTRACT

This paper analyzes the influence of watching motivation and satisfaction of league of legends e-sports event viewers, including achievement, drama, escape, entertainment and consumption behavior. In addition, this paper analyzes whether there are differences in consumption behavior and viewing satisfaction according to the personal attributes of viewers (gender and viewing times). For that, we did a questionnaire on the Internet from April 27th to 29th, 2018, and analyzed the data of 300 league of legends viewers. First of all, the analysis results show that the drama and escape of e-sports event viewing motivation, which has a meaningful impact on consumption behavior but no impact on its entertainment. The second analysis result shows that the drama and escape in the viewing motivation, which has a significant impact on the viewing satisfaction, while achievement and entertainment do not have an impact on the viewing satisfaction. The third analysis result is that men have a higher influence on the difference of consumption behavior and viewing satisfaction under the statistical level of significance than women according to the gender of viewers. However, there is no difference between the consumption behavior and the viewing satisfaction according to the number of views. The fourth, the drama and escape in the viewing motivation which has a role of partial mediation in the viewing satisfaction and consumption behavior. The significance of this paper lies in the analysis of the relationship between the viewing motivation of Chinese e-sports event viewers, their viewing satisfaction and consumption behavior.

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