Predicting active esports gameplay intentions: gender differentiation and attitudinal mediation

The dearth of literature on the mediating role of attitude in gendered decision-making within the emerging esports market in South Africa necessitates a first-of-its-kind study. As such, the purpose of this study was to predict active esports gameplay intentions while offering a biological gender-based behavioural and attitudinal mediation perspective. Using a non-probability purposive sampling technique, data were collected from 235 male and 238 female South African participants through a digital data collection company using a survey instrument. Responses were analysed using SPSS and structural equation modelling in AMOS, version 28. The findings suggest that while awareness, attitude, and social norms are universally influential, factors such as competitiveness, skill development, social interaction, entertainment value and escapism vary by gender. Moreover, perceived cost showed no relevance in this study, likely due to the sample’s unfamiliarity with active esports and the costs associated with it. Highlighting the unique industry contributions, the study’s findings offer sports and marketing stakeholders several gender-differentiated strategies to effectively promote and grow this novel and niche esports market in South Africa.