Factors affecting Positive Attitude for E-Sports
Keywords:
E-Sports, Achievement, Sponsorship, Media Exposure, Subjective Norm, Positive AttitudeAbstract
The objectives of this study are to present the influencing of 1) Achievement, 2) Sponsorship, 3) Media Exposure, and 4) Subjective Norm which act as moderating variables on positive attitudes towards e-sports. This research utilizes a quantitative positivism approach using an online survey to collect data from a sample of 385 individuals aged from 18 to 45 who are familiar with E-Sports. Multiple Regression Analysis and Moderator Analysis were employed to analyze the data and draw conclusions based on predefined assumptions
The findings indicate a significant positive correlation between positive attitudes towards e-sports and 3 moderator variables, Achievement, Sponsorship, and Media Exposure supporting our initial hypotheses at a 0.01 significance level. Conversely, Subjective Norm was only found to influence the Media Exposure variables affecting attitudes towards e-sports at a significance level of 0.05
This study contributes to the understanding of attitudes towards esports academically and practically by providing insights for designing and operating businesses in the esports industry and developing effective marketing strategies.
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