摘要：An important objective in the field of esport consumer behaviour is assessing themotivation of spectators to watch esport.The purpose of this thesis is to analyseconsumer motivations for spectating competitive esport in a comparative manner.It isproposed that consumer motivations for spectating esports vary among different esportgenres and global regions.
Three hypotheses were formulated to assess the difference in motivational patternsbetween esport spectators between different esport genres and among different globalregions.The research is quantitative in nature and a survey method was selected toassess motivation among esport audiences in both live and an online environment usingthe Motivational Scale for Sport Consumption on a sample of 2027 spectators.
The results illustrated the salient motivations of esport consumers among all genresand regions and further indicates that there are statistically significant differencesbetween consumer motivations for spectating esports between global genres and regions.
The results were then compared with literature that has already studied consumermotivations in an esport setting and a convergence was found in several areas of sportconsumption.Patterns on several constructs are in convergence with establishedliterature on the subject notably in constructs such a Player Skill, Drama and Acquisitionof Knowledge.A negative motivating factor was also in convergence with previousresearch in the domain of Physical Attractiveness.The research also illustrated adifference in consumer motivations between male and female respondents, furthermore adifference regarding spectatorship and fandom impacted show different results in thequestions measuring spectator team identification.
This study is among a few of its nature and character in esport literature.Esportmanagers and event producers can benefit directly from having an informed view of thenuances of esport audiences.Furthermore, this research can serve to validate the resultsof future esport consumer behaviour researchers and contributes toward esports beingrecognized as a form of sports.