The Effect of eSports Athlete Endorsement On Consumers' Attitude Toward Ads/Products and Purchase Intention: The case of League of Legend

Autor: Chia-Hung Chen, 陳嘉宏
Rok vydání: 2019
Druh dokumentu: 學位論文 ; thesis
Popis: 107
The eSports industry grows in recent years due to the popularity of MOBA and RTS games. In 2017, the production value of whole eSports market was about 1.5 billion dollars, and it was still increasing. The case of this research, League of Legends (LOL) had attracted 80 million people watching the semifinals of S7 World Champion-ship online, which was the new record in this industry. As a result, some company started using eSports players as their spokesperson to enhance consumers purchase intention. The research select 6 traits which we consider eSports endorser should have and which fits the characteristic of LOL, from theory of gamification and endorser source credibility. These traits are attractiveness, trustworthiness, expertise, development& achievement, social influence and empowerment of creativity. The research want to know if these traits of eSports endorser have impact on consumers’ attitude toward ads/product and purchase intention. Moreover, the research also want to know if the product knowledge and celebrity worship of consumers’ themselves have impact on their purchase intention of products that are been endorsed. The questionnaires was created with Google docs, and a total of 249 questionnaires were collected from internet, which samples had gaming experience. SPSS 25 and SmartPLS 3.0 were used for data analysis. The results show that: (1)Attractiveness, trustworthiness, expertise and empowerment of creativity has significant effect on attitude toward ads.(2)Attitude toward ads has significant effect on attitude toward product.(3)Attitude toward product has significant effect on purchase intention.(4)Celebrity worship has significant effect on purchase intention.
Databáze: Networked Digital Library of Theses & Dissertations
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