Analysis of Influencing Factors on eSports Fans Viewing Intention by Applying the Expended Goal-Directed Behavioral Model

This study was conducted to explore the factors influencing the intention to watch esports leagues among fans. The aim was to identify marketing factors for esports leagues and enhance the sustainability of the esports league. The study targeted adult fans who had experience watching Korean esports leagues. 349 datasets for the final analysis. Data collection and analysis were performed using SPSS 24 and AMOS 22 for Windows, and the methods included frequency analysis, confirmatory factor analysis, correlation analysis, and structural equation path model analysis. The results of the study are as follows. First, attitude, subjective norms, perceived behavioral control, and frequency of past esports experiences had a significant impact on desire. Second, positive and negative anticipated emotions did not have a significant impact on desire. Third, perceived behavioral control, frequency of past esports experiences, and desire significantly influenced viewing intention. This study is significant in that it identified factors that can enhance esports league viewership, improving the sustainability of esports.