From innovation to action: How esports fans convert innovativeness into merchandise consumption.
學年 114
學期 2
出版（發表）日期 2026-02-01
作品名稱 From innovation to action: How esports fans convert innovativeness into merchandise consumption.
作品名稱（其他語言）
著者 Wang, F. J., & Choi, S. M.
單位
出版者
著錄名稱、卷期、頁數 Sport Marketing Quarterly, 35(2), in press
摘要 This study examines the impact of esports fans’ innovativeness on licensed merchandise consumption, with fan knowledge as a mediating mechanism and psychological connection as a moderating factor. Grounded in innovation diffusion theory and the psychological continuum model, cross-sectional data from 466 active esports fans were analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that fan innovativeness significantly predicts merchandise consumption, which is primarily mediated through knowledge about fans and knowledge for fans, whereas no significant mediation is found in knowledge from fans. Importantly, psychological connection negatively moderates these relationships such that higher emotional attachment dampens the effects of innovativeness on knowledge from fans, knowledge about fans, knowledge for fans, and purchase behavior. These findings highlight the complex interplay between emotional loyalty and cognitive openness, which suggests that strong psychological bonds may inhibit novelty-seeking behavior despite high levels of innovativeness. This study contributes to the esports marketing literature by extending sport fan behavior models to digital fandom contexts and offering strategic insights for managing emotionally engaged yet innovation-sensitive fan segments.
關鍵字 Esports marketing, innovation diffusion theory, psychological continuum model, digital fan engagement, sports sponsorship
語言 en_US
ISSN 1061-6934
期刊性質 國外
收錄於 SSCI Scopus
產學合作
通訊作者 Wang, F. J.
審稿制度 是
國別 USA
公開徵稿
出版型式 ,電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/128358 )

SDGS 夥伴關係,良好健康和福祉,優質教育