A Hierarchical Multiple Regression Study on the Formation of Fan Attitudes toward National eSports Events : Centering Self-Determination Theory

Key Points

• This study examines how national and digital identities influence attitudes toward national eSports events through motivational factors.
• Participants included 297 eSports fans who watched national events.
• Hierarchical multiple regression analysis was conducted to evaluate the impact of identities and motivations on viewing, purchasing, and word-of-mouth intentions.
• Key psychological needs of autonomy, competence, and relatedness were assessed.
• Viewing intention was significantly influenced by intrinsic national identity (β = .379, p < .001) and intrinsic digital identity (β = .077, p < .05).
• Purchase intention included factors like PC game usage time (β = .091) and intrinsic national identity (β = .227).
• For word-of-mouth intention, intrinsic and extrinsic identity factors along with competence (β = .205) and relatedness (β = .260) played critical roles.