Bridging satisfaction and loyalty in esports: the mediating role of consumer engagement states through ECT/SET perspectives

Purpose This study addresses a critical gap in the literature by exploring the mediating mechanisms that explain how satisfaction drives sustained player loyalty in the esports context. Grounded in expectancy confirmation theory (ECT) and social exchange theory (SET), we propose a model examining how the dimensions of consumer esports engagement (cognitive, affective and behavioral) mediate the relationship between satisfaction and loyalty. ECT grounds satisfaction as the evaluative outcome of confirmed gameplay expectations; SET explains why that satisfaction motivates reciprocal engagement investment. Together, these theories offer a theoretically coherent and internally consistent explanation of how satisfaction is transformed into loyalty through engagement, providing novel insights for esports practitioners and researchers. Design/methodology/approach The proposed model is tested using partial least squares-structural equation modelling with 290 valid responses from esports gamers within Malaysia. Findings The findings revealed that satisfaction positively influenced cognitive, affective and behavioral engagement. However, only affective and behavioral engagement positively impacted loyalty. Furthermore, consumer esports engagement dimensions mediated the satisfaction–loyalty relationship. Practical implications Our findings offer actionable guidance for esports developers and marketers by emphasizing the role of affective and behavioral engagement in fostering player loyalty. Developers can enhance emotional engagement through compelling narratives or personalized gameplay, while marketers can drive behavioral engagement via tiered rewards for tournament participation or community involvement. These strategies align with the identified satisfaction–engagement–loyalty link, offering practical solutions to boost retention and strengthen community bonds within esports ecosystems. Originality/value This study contributes to the broader understanding of loyalty formation by integrating multi-dimensional consumer esports engagement states (cognitive, affective and behavioral) within an integrated ECT/SET framework. By examining the mediating role of consumer esports engagement dimensions in the satisfaction–loyalty relationship, we offer a nuanced perspective on gamer behavior in the rapidly evolving esports industry.