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This study aimed to identify subgroups of esports players based on their gaming behavior patterns across game genres and compare self-efficacy, social efficacy, loneliness and three dimensions of quality of life between these subgroups.

324 participants were recruited from prolific academic to complete an online survey. We employed latent profile analysis (LPA) to identify subgroups of esports players based on their behavioral patterns across genres. Additionally, a one-way multivariate analysis of covariance (MANCOVA) was conducted to test the association between cluster memberships and development and well-being outcomes, controlling for age and gender as covariates.

LPA analysis identified five clusters (two single-genre gamer groups, two multigenre gamer groups and one all-genre gamer group). Univariate analyses indicated the significant effect of the clusters on social efficacy, psychological health and social health. Pairwise comparisons highlighted the salience of the physical enactment-plus-sport simulation genre group in these outcomes.

This study contributes to the understanding of the development and well-being benefits experienced by various esports consumers, as well as the role of specific gameplay in facilitating targeted outcomes among these consumer groups.

The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework.

A quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents.

The study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.

本研究擬探討身歷其境的遊戲體驗在品牌酷感和品牌資產上所扮演的角色; 研究特別強調裝扮遊戲的合作。研究人員以博弈論作為研究的理論框架,來分析沉浸品牌策略、和對時裝消費者在遊戲的環境中如何作出決策取得更深入的瞭解。研究人員探討了性別作為影響遊戲參與者的重要因素,這因素被視為為整個被提出的框架帶來調節的影響和作用。

研究人員採用定量方法進行研究,目的為於被提出的模型內之各種關聯的意義進行以經驗為依據的評估。研究人員採用了基於偏最小平方法的結構方程模型研究法,來對一個包含160名活躍的馬來西亞遊戲參與者的樣本進行框架的各個聯繫的評估研究。

研究結果顯示,品牌資產與品牌酷感成正相關; 而且,在網絡遊戲的三個核心價值中,感知享受與品牌酷感之間的聯繫最為強烈和密切,超過自我表現和感知情感挑戰兩者的價值; 多群組的分析結果更暗示了在時裝產業裡,透過網絡遊戲去建立品牌資產在女性回應者中是與品牌酷感有強烈密切的關係; 而在男性回應者中,品牌酷感所扮演的角色則較弱。

本研究使我們能更深入認識沉浸遊戲品牌的慣常做法如何影響時裝品牌的整體資產。研究結果為時裝品牌經理提供了啟示,使他們明瞭時裝遊戲的合作會給消費者行為產生重要的影響。

This study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity relationship. The study proposed a framework highlighting the influences of fashion-branded games on brand coolness and building fashion brands' overall equity. As significant factors affecting gamers, gender and gaming have been studied as moderators affecting the overall proposed framework.

A quantitative method was used to assess the significance of the relationships within the proposed model. Partial least squares structural equation modeling technique was implemented to assess the framework's relationships with a sample size of 248 active online gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core online game values, perceived enjoyment was most strongly associated with perceived brand coolness, with other values, such as self-expression and perceived emotional challenge, having a weaker association. The multigroup analysis results further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, with the role of perceived brand coolness affecting male respondents to a lesser degree.

The contribution of this study to the existing literature consists in providing a deeper understanding of the impact of branded games on fashion brands' overall equity. The results provide insights for fashion brand managers into the significant effect of fashion gaming collaborations on consumers' behavioral outcomes.

Research on knowledge creation within eSports learning is scarce. This study extends the understanding of competition-oriented collaborative learning in eSports by examining the relationship between the dynamics of knowledge creation modes and the continuum of the motivational profile, along with the moderating effects of mutualistic co-presence therein.

Participants were recruited from the community of massively multiplayer online gamers (MMOGs). Through a quantitative survey, their motivations (i.e. self-extrinsic, self-intrinsic, peer-extrinsic and peer-intrinsic motivations), knowledge creation involvements (i.e. internalization, externalization, combination and socialization) and perception of mutualistic benefit of self and peers were captured for hypothesis testing.

Significant and positive direct relationships were observed between four motivations and four knowledge creation modes. The mutualistic co-presence positively moderated the positive relationship between the self-extrinsic, peer-extrinsic and peer-intrinsic motivations and socialization. When mutualistic self-benefit were outweighed, peer-extrinsic motivated gamers became less likely to perform internalization, whereas self-extrinsic and peer-extrinsic motivated gamers were less likely to perform combination.

This study is among the first to rationalize the relationship between motivational profile and the dynamics of knowledge creation in eSports learning. The conceptualization of the new construct – mutualistic co-presence – using the ecological concept of symbiosis is uncommon in prior literature. The findings also demonstrate that the four modes of knowledge creation in eSports learning are continuous and interwoven; they can be initiated at any point and do not necessarily occur in a specific sequence.

Focusing on the social influence processes in the context of massively multiplayer online role-playing games (MMORPGs), this study aims to investigate the nomological network of social influence factors, a topic seldom explicitly articulated in the literature in this unique context.

This study adopts a mixed-methods approach to develop and test a context-specific model of social influence processes in MMORPGs. First, the authors conducted qualitative interviews with MMORPG players to identify the drivers shaping players' perceptions of social influences. Second, the authors formulated and tested a research model with quantitative data collected from 450 respondents of an online survey.

Through the qualitative study, the authors identify leader enthusiasm, social support and social presence as the critical drivers of social influence factors. The result of the quantitative study validates the influences of the critical drivers and demonstrates the impact of social influences on MMORPG players' we-intention to continue playing games.

This research extends the social influence theory by identifying contextualized drivers that shape MMORPG players' perception of social influences determining their we-intention to continue playing games. MMORPG service providers can draw on these drivers to leverage social influences to increase players' we-intention of continuance.

The purpose of this study is to explore the relationship of gamification design elements on social play habit and we-intention to continue playing in a mobile multiplayer game context. The study further intends to reveal the mediating role of social play habit in the relationship between gamification design elements and we-intention to continue playing.

The proposed model was empirically evaluated using survey data collected from 292 PUBG users based in Malaysia. PLS-SEM analysis was used to assess the model since it includes formative and reflective constructs.

The results indicated that gamification design elements significantly affect social play habit in a positive direction. In the simultaneous condition, social play habit also significantly affects the we-intention to continue playing the mobile multiplayer game. However, these three elements of gamification design did not significantly affect the formation of we-intention to continue playing in the context of mobile multiplayer games. Notably, social play habit was found to fully mediate the relationships between immersive-related interaction, achievement-related interaction, social-related interaction and we-intention to continue playing.

This study highlights the importance of social play habits as a factor linking the relationship between gamification design elements and we-intention to continue playing. In addition, this study also provides significant insights for the game creators to emphasise the gamification design elements so that the sustainability of the game can be secured from the perspective of retaining the current users through the social play habit element.

The study is noteworthy because it is the first attempt to use gamification design elements to explain how social play habit affect the formation of we-intention to continue playing in the setting of a mobile multiplayer game environment. In addition, the findings may add to the body of knowledge in the field of gamification theory.

Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental elements, gratifications and user pre-existing attitudes in VGS, this paper presents the development of an extended model of uses and gratification theory (EUGT) for predicting users' behavior in novel technological context.

The proposed model was empirically tested in VGS context due to its popularity, interactivity and relevance. Data collected from 308 VGS users and structural equation modeling (SEM) was employed to assess the hypotheses. Multi-model comparison technique was used to assess the explanatory power of EUGT.

The findings confirmed three significant types elements in determining VGS viewers' engagement, including gratifications (e.g. involvement), environmental cues (e.g. medium appeal) and user predispositions (e.g. pre-existing attitudes). The results revealed that emerging technologies provide potential opportunities for new motives and gratifications, and highlighted the significant of pre-existing attitudes as a mediator in the gratification-uses link.

This study is one of its kind in tackling the criticism on UGT of considering media users too rational or active. The study achieved this objective by considering environmental impacts on user behavior which is largely ignored in recent UGT studies. Also, by incorporating users pre-existing attitudes into UGT framework, this study conceptualized and empirically verified the higher explanatory power of EUGT through a novel multi-modal approach in VGS. Compared to other rival models, EUGS provides a more robust explanation of users' behavior. The findings contribute to the literature of UGT, VGS and users' engagement.

This paper aims to investigate public library staff engagement and perceptions of video games and video game services.

Quantitative and qualitative data on staff video game experiences, perceptions and confidence were collected through an online questionnaire.

The results indicate an overall positive perception of video games in public libraries, with 87% of the respondents supporting video games in public libraries. Video game players appear to think more positively about video games and have more general knowledge about them than non-players. They also appeared to be more confident in delivering related services and were more likely to be running gaming-related events. It was concluded that staff attitudes towards video games are not a barrier to their inclusion in public libraries, as found in previous research.

Encouraging staff engagement with video games may improve their knowledge and confidence in delivering video game services, although further research is required to confirm this. There is a potentially underserved population of those aged 46–84 years, nearly half of whom play video games. Evaluation of this potentially underserved population is an interesting topic for future research.

To the best of the authors’ knowledge, this was the first survey of public library staff views towards video games in Aotearoa New Zealand, and it updates previous research in light of developments in gaming, gaming technology and the increased focus on public libraries as providers of digital technology and sites of community engagement.

The purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among sport bettors by varying levels of team loyalty.

A total of 1,555 National Football League (NFL) bettors and non-betting NFL fans were surveyed to assess media consumption across a mix of team loyalty attitudes and betting behaviors.

Statistically significant differences were found between four types of NFL fans (casual, team loyalty-dominant, betting-dominant and hybrid) as it relates to media consumption in various forms. Most notably, the results suggested symbiosis between the activities.

The symbiosis finding, though preliminary, suggests the activity provides an additional platform for consumers to connect with spectator sport. Furthermore, the act of betting, like participation in fantasy sports, appears to spur consumption of the NFL product generally. The study, however, was limited to NFL fans, did not specify the method for sports betting, nor the intensity of gambling.

Teams should not worry that betting detracts from fan engagement with the team product. Also, leagues and media providers should continue to highlight betting content as participants consume at higher rates than non-participating sports fans.

Team fandom may potentially moderate problem behavior among bettors. The betting results indicate being a loyal team fan lowers one’s gambling spend per month and largest bet compared to non-loyal bettors. However, the hybrid fan showed significantly higher media consumption levels.

Sports fans have more opportunities to interact and engage with their favorite games than ever before. However, consumers have limited amounts of time and money, and this study is one of the first to examine differences in fan interests and behaviors related to sport betting and team loyalty and the resulting viewership and consumption behavior.