In the growing esports landscape, understanding esports players’ motivations and behaviors is crucial to academics and practitioners. However, research on what motivates individuals to play esports and their effects on players’ affective engagement and behavioral responses remain limited. Drawing on the uses and gratifications (U&G) theory, this study explores key motivations that drive players to play esports and examines how these factors influence players’ affective engagement and intentions to continue playing.
A qualitative study using open-ended essays with 60 Taiwanese esports players was conducted to identify key factors motivating individuals to play esports. Subsequently, a quantitative survey with 328 esports players was undertaken to test the research model using structural equation modeling.
The qualitative results identified five key motivations (i.e. entertainment, escapism, achievement, self-presentation and social interaction), which were classified into utilitarian, hedonic and social gratifications. The quantitative analysis results revealed that all identified motivations positively influenced two dimensions of affective engagement (i.e. dedication and enthusiasm), which, in turn, led to esports continuance intention.
This study demonstrates the power of the U&G theory in identifying different gratifications associated with esports. Furthermore, by using a mixed-method approach incorporating both qualitative and quantitative techniques, this study offers a fresh perspective on esports-related research. The findings provide practical guidance for game developers and marketers to sustain player engagement, fostering sustainable growth in the esports industry.
