The Influence of Streamers’ Characteristics on The Generation Z Consumers’ Esports Viewership Intention

Abstract

This study aimed to investigate the influence streamers’ content presentation, skill, and personality on the eSports viewerhip intention among the Generation Z consumers, and to discover the influence of consumers’ eSports viewing experience as the moderator of the relationship between streamers’ characteristics and consumers’ viewership intention. This research exploited the quantitative method. Simple sampling was conducted. The questionnaire was tested for reliability and content validity and used as a tool to collect data from 400 respondents aged between 18-25 who watched eSports before. Multiple regression analysis was used to test research hypotheses.

The results revealed that all 3 factors of streamers’ characteristics including content presentation, skill and personality affect Generation Z consumers’ eSports viewership intention with statistical significance at 0.01. Therefore, the hypotheses are confirmed. The study was also found that when consumers have more experience watching eSports, the influences of streamers’ skill and personality on eSports viewership intention decrease at statistical significance at 0.05.

This study has contributed to the knowledge of streamers’ characteristics in eSports industry both in academic and managerial implementation to expand eSports viewership and ongoing market growth.