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Analysis of the Behavior of E-Sports and Streaming Consumers in Latin America

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Social Computing and Social Media: Applications in Education and Commerce (HCII 2022)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13316))

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Abstract

The e-sports and streaming industries have experienced explosive growth in recent years, reaching audiences of millions of people around the world. Latin America is a region that has been partly left aside by scientific research in this field, which is mostly because this region is small compared to Asia or North America in terms of e-sports streaming. Therefore, it is necessary to build a model of the final consumers of these industries in order to understand continuance intention in the context of online videogames in this region. This study used the uses and gratifications theory to model the behavior of consumers of e-sports and streaming in the case of Riot Games Latino America Sur, specifically players of League of Legends. A survey was applied to 484 actual players, obtaining a R2 of continuance intention equal to 0.39, i.e., 39% of the error variance of this factor is explained by its exogenous latent variables. Furthermore, the model concluded that the variables that best predict continuance intention (CI) are social interaction (SI), social presence (SP) and enjoyment (E), while the variables achievement (A), self-presentation (S), fantasy (F) and escapism (RE) are not significant. Finally, a cluster analysis conducted did not identify clear segments among Latin American players.

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Author information

Authors and Affiliations

  1. Departamento de Industrias, Universidad Técnica Federico Santa María, Av. España 1680, Valparaiso, Chile

    Cristobal Fernandez-Robin, Diego Yañez & Pablo Flores

  2. Mason School of Business, Williamsburg, VA, USA

    Scott McCoy

Authors
  1. Cristobal Fernandez-Robin
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  2. Diego Yañez
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  3. Scott McCoy
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  4. Pablo Flores
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Corresponding author

Correspondence to Cristobal Fernandez-Robin .

Editor information

Editors and Affiliations

  1. Towson University, Towson, MD, USA

    Gabriele Meiselwitz

Appendix: Survey Translated and Adapted to the Context of League of Legends (Source: Heikkilä, J., Li, H., Liu, Y., Van der Heijden, H. & Xu, X. 2015)

Appendix: Survey Translated and Adapted to the Context of League of Legends (Source: Heikkilä, J., Li, H., Liu, Y., Van der Heijden, H. & Xu, X. 2015)

Construct

Item

Measure

Escapism

ER1

I play League of Legends when I feel frustrated

ER2

I like playing League of Legends when I have a bad day

ER3

Playing League of Legends releases my anger

ER4

Playing League of Legends is the best way of disconnecting myself from the world

Fantasy

F1

I play League of Legends to feel things I wouldn’t be able to feel in my daily life

F2

I play League of Legends to pretend I am someone else or that I am in other place

F3

I play League of Legends to immerse myself in the life of the world of videogames

Degree of Enjoyment

GD1

It generates little….a lot of interest

GD2

It is not fun…it is fun

GD3

It seems boring…interesting to me

Social Presence

PS1

I trust that other League of Legends players will help me if I need it

PS2

I feel very connected to other players in the League of Legends environment

PS3

In my interactions with other League of Legends players I can be myself and show the type of player/person I really am

PS4

While I am playing League of Legends I feel I am part of its community

Self-representation

A1

I play League of Legends because I want other players to perceive me as a nice/sympathetic person

A2

I play League of Legends because I want other players to perceive me as a friendly person

A3

I play League of Legends because I want other players to perceive me as a skillful

Social Interaction

IS1

I am more open to relate to others through League of Legends than through other means of communication

IS2

I have a friend network that I have created by playing League of Legends

IS3

Playing League of Legends allows me to connect with friends in real life

IS4

Playing League of Legends allows me to keep contact with my friends in real life

Achievement

L1

I play League of Legends to reach a higher level

L2

I play League of Legends to have more power than others

L3

I play League of Legends to obtain some equipment/objects that give me more status than other players

L4

I play League of Legends to prove to other players that I am the best

Continuance Intention

IC1

It will be worth it to keep playing League of Legends in the future

IC2

I am willing to play League of Legends in the future

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Fernandez-Robin, C., Yañez, D., McCoy, S., Flores, P. (2022). Analysis of the Behavior of E-Sports and Streaming Consumers in Latin America. In: Meiselwitz, G. (eds) Social Computing and Social Media: Applications in Education and Commerce. HCII 2022. Lecture Notes in Computer Science, vol 13316. Springer, Cham. https://doi.org/10.1007/978-3-031-05064-0_18

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  • DOI: https://doi.org/10.1007/978-3-031-05064-0_18

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-05063-3

  • Online ISBN: 978-3-031-05064-0

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