Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types

Previous studies have paid little attention to spectators’ consumption behaviors and motives for watching different types of esports live-streaming game genres. This study, therefore, investigates spectator based on the interaction effects Convenience sampling was conducted collect 312 responses from Taiwanese individuals via Professional Technology Temple. The measurement tools include motivation scale sport consumption, streaming behaviors, two moderators (i.e., genres types). moderating were examined using PROCESS macro. results showed that spectating are determined by A matrix segments developed illustrate findings managerial implications. study’s broaden our understanding can contribute fast-growing marketing literature. In addition, expected help practitioners better segment their consumer groups develop more tailored programs.