調查線上電子競技運動賽事之觀看意圖-擴展UTAUT2模型之研究

Investigating the Watching Intention of Esports Online Competition by Extended UTAUT 2 Model

莊永雄(Eng-Seong Chong)

指導教授 ： 羅智軒 ； 江育真

義守大學/管理學院/企業管理學系/碩士(2022年)

摘要

電競也稱為電子競技運動，現今已被大眾接受為一種新體育活動，並且在近年來成為具有潛在實力的直播市場。手機平台MOBA電競遊戲 “Arena of Valor”(AOV) 顯示為亞洲頂級手機遊戲，並在台灣深受消費者的喜愛。

本研究的目的是透過擴展UTAUT 2的綜合性科技接受模型來探討電競消費者對線上電子競技運動賽事之觀看意圖。此外，為使研究的探討更為完整，研究還加入了心流、工作涉入及自我涉入自變項。研究方法為以曾玩過遊戲“Arena of Valor” (AOV)和觀看在線電子競技比賽內容之消費者為對象。透過線上問卷的方式蒐集並回收368份有效問卷。資料分析方法使用SPSS 18分析描述性統計並以Smart PLS 3.0分析研究假設模型構面。

研究結果發現自變項，自我涉入、心流和習慣之研究結構對依變項，電競遊戲意圖呈現顯著影響。毫無疑問，電競消費者的遊戲意願對電競消費者觀看線上電子競技運動賽事意圖也呈現顯著影響。此研究結果有助於提供讀者更清晰關於電子競技運動相關資訊並且增強對當今電子競技運動中趨勢的理解。此研究提供電競運動相關的學術學者參酌。不僅如此，此研究也有助於電競賽事組織、贊助商和專業電競團隊更全面資訊去了解消費者對電競之偏好及影響消費者使用並觀看電子競技運動線上賽事的參酌。

關鍵字

電子競技運動 ； 電競運動賽事之觀看意圖

並列摘要

Esports, also known as electronic sports, nowadays esports have been more acknowledged by public as a form of sports activity and becoming a potential live streaming market recent year. Mobile platform, Multiplayer Online Battle Arena (MOBA) esports games ‘Arena of Valor’ (AOV) has shown to be top mobile games in Asia also it reached the most popular in Taiwan. The purpose of this study is to investigate the intention of esports consumers’ gaming and watching esports online competition content by extending the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) model, with additional constructs such as flow, task-involvement, and ego-involvement to provide greater explanation towards esports consumers’ intention. Quantitative methods were used in this study to investigate those who had experience in gaming ‘Arena of Valor’ (AOV) and watch esports online competition content in Taiwan. Data collection method were using online questionnaire and analyzed by Smart PLS in hypotheses model. The result shows that there are three significant effects towards esports gaming intention, such as: ego-involvement, flow, and habit. Undoubtedly, esports consumers’ gaming intention had a positive effect on esports consumers’ online competition content watching intention. According to the findings, the study contributed by providing a clearer information about esports to the reader and enhance the understanding about esports trends nowadays. The study also suggested theoretical and managerial implication to further research, esports events, tournament organizers, sponsors and professional esports teams to have more comprehensive knowledge about consumers’ preferences and trigger point which influence consumers to play and watch esports online competition content.

並列關鍵字

UTAUT2 ； esports ； esports watching intention ； esports gaming

參考文獻

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Arena of Valor. (n.d.) Heroes Categories. Retrieved May 8, 2021, from https://www.arenaofvalor.com/web2017/herolist.html