Gamification for consumer loyalty: An exploration of unobserved heterogeneity in gamified esports social live streaming

Tyreal Yizhou Qian, Bo Yu, Robbie Matz, Lei Luo, Chenglong Xu

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

Abstract

Esports has been boosted by the proliferation of gamified social live streaming (SLS) platforms over the past few years. While previous research has recognized the complexity of gamification, limited scholarship has examined gamification effectiveness in terms of consumer loyalty in esports. Through the lens of technology acceptance model (TAM), the current study surveyed esports consumers of two SLS platforms (n = 583) to explore the relationships between gamification dimensions, TAM determinants, and SLS platform loyalty. We examined the structural model on both aggregate and segment-specific levels and revealed the existence of unobserved heterogeneity in the model's paths and observations. The findings provided unique insights into gamification effectiveness and esports consumer heterogeneity. Theoretical and managerial implications were discussed accordingly.

Original languageEnglish (US)
Article number102062
JournalTelematics and Informatics
Volume85
DOIs
StatePublished - Nov 2023
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2023 Elsevier Ltd

Keywords

  • FIMIX-PLS
  • Game
  • PLS-POS
  • PLS-SEM
  • Technology acceptance model

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