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

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

doi:10.1016/j.tele.2023.102062

Telematics and Informatics

2023

DOI: 10.1016/j.tele.2023.102062

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

Tyreal Yizhou Qian,

Bo Yu,

Robbie Matz

et al.

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Cited by 11 publications

References 82 publications

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Turning Viewers Into Consumers and Tourists: Uncovering the Multifaceted Engagement and Purchase Intentions of eSports Viewers Through Telepresence and Immersion

Xu,

Zhang,

Xia

et al. 2024

Journal of Tourism Research

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This study argues that the eSports live streaming viewers have a triple identity. It aims to investigate how eSports live streaming can turn streamers into consumers and potential eSports tourists from the aspect of viewer psychology and behavioral intentions. Based on 776 valid online questionnaires from eSports live streaming viewers, we use Stimulus‐Organism‐Response (SOR) theory to identify how their watching experience is influenced and what their behavior towards gifting streamers and purchasing tickets for offline eSports is. Using SmartPLS 4.0 to analyze causal relationships among variables, the research affirms that four specific live streaming stimuli positively affect telepresence and immersion, leading to increased gifting and purchase intentions. This article thus elucidates the psychological and behavioral mechanisms of eSports live streaming viewers, shedding light on their transition process into consumers and potential eSports tourists. The results provide valuable insights for eSports live streaming operators and demonstrate their contribution to eSports tourism.

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Turning Viewers Into Consumers and Tourists: Uncovering the Multifaceted Engagement and Purchase Intentions of eSports Viewers Through Telepresence and Immersion

Xu,

Zhang,

Xia

et al. 2024

Journal of Tourism Research

View full text Add to dashboard Cite

show abstract

Relationships among para-social interaction, perceived benefits, community commitment, and customer citizenship behavior: Evidence from a social live-streaming platform

Jiang,

He,

2024

Acta Psychologica

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Impact of Gamification Elements on Live Streaming E-Commerce (Live Commerce)

Fayola,

Graciela,

Chandra

et al. 2024

Procedia Computer Science

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

Cited by 11 publications

References 82 publications

Turning Viewers Into Consumers and Tourists: Uncovering the Multifaceted Engagement and Purchase Intentions of eSports Viewers Through Telepresence and Immersion

Turning Viewers Into Consumers and Tourists: Uncovering the Multifaceted Engagement and Purchase Intentions of eSports Viewers Through Telepresence and Immersion

Relationships among para-social interaction, perceived benefits, community commitment, and customer citizenship behavior: Evidence from a social live-streaming platform

Impact of Gamification Elements on Live Streaming E-Commerce (Live Commerce)

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