Esports as playful consumption experiences: Examining the antecedents and consequences of game engagement

This study aims to propose and test a conceptual model identifying playful-consumption expe-riences (i.e., role-projection, fantasy, escapism, enjoyment, sensory experiences, emotional involvement, and arousal) as potential drivers of consumer esports videogame engagement as well as continuance intentions, electronic word-of-mouth (eWOM), and online reviews as possible outcomes. Using the esports games' context and analyzing data from 290 gamers, the study utilized PLS-SEM using SmartPLS 3.3.9 to test the structural model. The results showed that the proposed playful-consumption experiences such as enjoyment, sensory experiences, emotional involvement, and arousal positively affect consumers' esports game engagement. Furthermore, the results indicate the positive influence of esports game engagement on continuance intentions to play esports, eWOM and post online reviews. This study extends the esports gaming literature by examining both the antecedents and consequences of esports game engagement and provides valuable theoretical and practical implications.