The Effect of Esports Crisis Communication on League Loyalty and Team Loyalty: Focusing on League of Legends

The purpose of this study is to investigate the structural influence relationship between esports game spectators crisis communication awareness, league loyalty, and team loyalty, focusing on League of Legends.<br/> Summarizing the research results, it was found that among the characteristics of esports spectators perception of crisis communication, only corporate ethics crisis had a significant impact on league loyalty, and furthermore, league loyalty had a significant impact on team loyalty. This suggests that when an unexpected crisis occurs in an e-sports league or club, a crisis management strategy must be established to respond immediately, especially when unethical issues related to ideology, trust, ethics, and moral values occur. In addition, it appears that people with high league loyalty have a high level of loyalty to the team, suggesting that establishing and implementing positive crisis communication response and crisis management strategies is a win-win for both esports leagues and teams.