A Study of The Effect of E-sport Event Spectators'' Motivation on Their Repurchase Intention

• Main Authors: Jia-Hua Jhang, 張家華
• Other Authors: 蕭仁傑
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/daf4az

碩士 === 國立中興大學 === 行銷學系所 === 106 === 　　As of May 2017, Taiwan’s e-sports population has reached 1.726 million. Taiwan’s e-sports players won many time on international games’ championships. Taiwan has so many excellent players and e-sports population, so vendors build the e-sports venues, just in 2017 to build three well-known e-sports venues. Experts in the e-sports industry believed that there must have spectators to keep the operation of E-Sports venues, so understanding the spectators’ motivation and repurchase intention were needed in e-sports industry. 　　This study surveyed viewers who went to the Garena E-Sports venues in Neihu District, Taipei City. The main purpose of this study were explored respondents’ motivation and repurchase intention 　　The results shown that respondents’ motivation was mainly “drama”, which means that the content of the competition was exciting; the "social " and "escape" had the greatest positive impact on the repurchase intention. If the audience felt different from watching the game at home, the repurchase intention could be higher.