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What's the hype about esports?: A qualitative study about esports consumer motivation
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Esports som åskådarsport har fått en betydande publik under det senaste decenniet, det lockarnästan en halv miljard människor över hela världen och har även fått stöttning från storakända företag. Anledningen till varför människor tittar på esport är dock fortfarande inte välundersökt. Uses and Gratifications är en metod som fokuserar på åskådare och betraktar demsom aktiva konsumenter. Utifrån Uses and Gratifications teorier är syftet till denna kvalitativastudie att ta reda på vilka faktorer som kan påverka människors motivation att se på esport,samt hur esport definieras av och konsumeras av människor. Tio personer som är intresseradeav esport deltog i semi-strukturerade intervjuer, och resultatet visade att hedonisktillfredsställelse, social tillfredsställelse, funktionell tillfredsställelse och teknologisktillfredsställelse kan alla ha inverkan på konsumtionen av esport. Respondenterna ser esportsom ett bra sätt att passera tid och bli underhållna, de får social tillfredsställelse när deinteragerar med likasinnade personer. I spel kan de dokumentera och visa sina framsteg, ochpresentera och dela information om sig själva i relation till esport. De flesta respondenternaser fram emot esports framtid.

Abstract [en]

Esports as a spectator sport has gained a significant audience during the last decade, attractingalmost half a billion viewers worldwide and input from large well-known companies, but thereason as to why people watch esports is still not well studied. Adopting uses and gratificationapproaches - which is an approach that focuses on the audience and view them as activeconsumers, the aim of this qualitative study is to learn about what factors influence peoples’motive to watch esports, as well as how esports is being defined by people and how it isconsumed. Ten people who are interested in esports participated in semi-structured interviews.The result showed that hedonic gratification, social gratification, utilitarian gratification andtechnology gratification all can have impact on the consumption of esports. The respondentsconsider esports as a good way to pass time and to be entertained. They gain socialsatisfaction when interacting with likeminded people. In games, they are able to documentand show their progress, and to present and share information about themselves in relation toesports. Most of the respondents look forward to the future of esports.

Place, publisher, year, edition, pages
2019. , p. 23
Keywords [en]
esports, spectator, uses and gratification, consumer motivation, qualitative study, interview
Keywords [sv]
esport, åskådare, Uses and Gratifications, konsumentmotivation, kvalitativ studie, intervju
National Category
Psychology
Identifiers
URN: urn:nbn:se:ltu:diva-74796OAI: oai:DiVA.org:ltu-74796DiVA, id: diva2:1328029
Educational program
Psychology, bachelor's level
Supervisors
Examiners
Available from: 2019-06-27 Created: 2019-06-20 Last updated: 2019-06-27Bibliographically approved

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