DOI: 10.54141/psbd.1762277 ISSN: 1309-0356

Spectator Experience in Online Esports Events: Investigating Satisfaction and Consumption Intentions via the Experience Economy Model

Mine Can, Hüseyin Çevik, Yusuf Aras, Caner Özgen
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Although esports have rapidly evolved into a major global entertainment industry in recent years, research on the behavioral consequences of spectators’ event experiences remains limited. In particular, there is a lack of empirical studies examining how the perceived experience of online esports spectators influences their post-event behaviors, such as satisfaction and future viewing intentions. This study, therefore, explores the influence of perceived event experience on satisfaction and consumption intention among online esports spectators through the lens of the Experience Economy Model. The research employed structural equation modeling to test the hypothesized relationships using data from 270 participants who watched online esports events, limited to live-streamed tournaments. Findings indicate that perceived event experience positively affects satisfaction, and satisfaction significantly predicts consumption intention. However, no direct relationship was found between experience and consumption intention. Mediation analysis further revealed that satisfaction is a key mediating variable between event experience and consumption intention. These findings underscore the critical role of satisfaction in transforming experiential elements into behavioral outcomes. The study offers theoretical contributions to esports and experience economy literature and practical implications for stakeholders seeking to enhance viewer engagement and retention in digital esports environments.

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