Examination of Esports Fans’ Live Streaming Experiences Using an Extended Expectation-Confirmation Model: A Case Study of the King Pro League

Abstract

Live streaming is an essential means through which spectators view and engage with esports. In this study, an extended model is proposed and tested based on the expectation confirmation theory to examine esports fans’ live streaming experience and the factors contributing to their intention to continue using particular live streaming platforms. Survey data (N = 1004) were collected from King Pro League fans in China and analyzed using structural equation modeling. The results demonstrate that effort and enjoyment expectancies are important factors driving fans’ confirmation of expectations regarding live streaming services. The findings also confirm that both spatial presence and co-presence positively relate to viewers’ satisfaction with a live streaming platform and their continued intention to use it. This study provides new insights into esports fans’ viewing practices and the experiences they find most engaging via live streaming platforms.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 Messages posted on top of the video in real time.

2 Highlighted messages with bright colors that can be fixed in the Danmu flow.

Additional information

Notes on contributors

Yue Meng-Lewis

Yue Meng-Lewis is a Senior Lecturer (Associate Professor) in Digital Marketing at the Open University, UK. Her research interests focus on international communication strategy and sustainable development of esports. Her publications have appeared in the Journal of Business Research, European Journal of Marketing, Information Technology & People and other journals.

Gavin Lewis

Gavin Lewis a Senior Lecturer in Game Animation at the University for the Creative Arts, UK. Prior to his academic role, he had many years' industrial work experience working in the UK and US film and gaming sectors. His publications have appeared in the Sport Management Review and SAGE Open.

Zhi Lin

Zhi Lin is a PhD student in the School of Journalism and Media at The University of Texas at Austin. Her research interests include social media, political communication, popular culture and mixed methods. Her publications have appeared in Media, Culture & Society, and International Journal of Human-Computer Interaction.

Yupei Zhao

Yupei Zhao is a ‘Hundred Talent Program Young Professor’ at College of Media and International Culture at Zhejiang University. She is chair-elected of International Communication Association Popular Media and Culture division, co-chair of APRU eSports and Game division. She research on digital culture and industry, particularly on eSports and digital humans.