The Effects of Esports Fans’ Identification on Consumption Intention and Loyalty

Purpose: This study examines the effects of esports fans’ identification with players on their consumption intention and loyalty. Furthermore, it investigates the mediating role of consumption intention in the relationship between player identification and fan loyalty within the esports context. Method: Survey data were collected from 424 Chinese esports fans. Statistical analyses, including confirmatory factor analysis (CFA) and structural equation modeling (SEM), were conducted using IBM SPSS 27.0 and AMOS 30.0. A bootstrapping procedure was employed to verify the statistical significance of the mediating effects. Results: The results showed that player identification had significant positive effects on both consumption intention and loyalty. Consumption intention also had a significant positive impact on loyalty. In addition, consumption intention was found to partially mediate the relationship between identification and loyalty. The four dimensions of identification, namely emotional similarity, immersion, goal internalization, and cognitive perspective-taking, were significantly and positively associated with both consumption intention and loyalty. Conclusion: These findings suggest that esports fan loyalty is shaped through both direct psychological identification with players and indirect reinforcement via consumption intention. The results underscore the importance of strengthening the psychological bond between players and fans while facilitating sustained consumption engagement in esports contexts.