A Study on the Relationship among Spectators' Viewing Motivation, Viewing Satisfaction and National Image in eSports Events

Purpose - This study investigates the relationships among spectators' viewing motivation, satisfaction, and national image at eSports events. It aims to propose strategies for leveraging eSports as national cultural content to enhance international perception.Design, Data, and Methodology - A survey was conducted with 187 attendees of the 2024 LCK Spring Finals. Data were analyzed using IBM SPSS 29.0 through frequency analysis, exploratory factor analysis, reliability testing, and multiple regression analysis.Results - Team attachment, interest in game genres, and sense of achievement significantly influenced viewing satisfaction, while commentary and escape motivations did not. Viewing satisfaction positively affected national image, highlighting eSports’ soft power potential.Conclusions - The findings confirm that eSports events enhance both spectator satisfaction and national image, supporting their value as strategic cultural content and offering implications for national-level eSports development.