A Study on the Watching Properties that Influence Attend E-Sports Professional League Events: Focused on the Theory of Planned Behavior

With the continuous evolution of various IT technologies such as live streaming platforms and the metaverse, e-sports (electronic sports) have witnessed sustained growth. Notably, e-sports have been formally recognized as a discipline in the Hangzhou Asian Games, reflecting their increasing popularity in China. This study employs the Theory of Planned Behavior to empirically analyze how viewing attributes of e-sports league games influence the intention of Chinese spectators to attend events in person. Data from 391 respondents were collected and analyzed for this purpose. The empirical findings highlight six key viewing attributes: cost, game content, escapism, fan service, additional facilities, and related tourism. Among these attributes, game content, escapism, and additional facilities emerge as significant influencers of spectator attitudes, thereby impacting their intention to attend events in person. Moreover, spectator attitudes, subjective norms, and perceived behavioral control are identified as significant factors affecting the intention to attend in person. In conclusion, enhancing the quality of game programming and providing opportunities for escapism are critical. Additionally, expanding supplementary facilities to accommodate in-person attendance is recommended. These insights provide foundational data for optimizing the organization of e-sports leagues and enhancing visitor experiences in the region. Furthermore, they can inform strategic improvements in e-sports viewing services, fostering continued growth in the industry.