Exploring the Impact of Digital Innovativeness on Esports Fan Identification and Engagement: An Integrated Framework of Innovation Diffusion Theory and the Psychological Continuum Model
學年 114
學期 1
出版（發表）日期 2025-12-10
作品名稱 Exploring the Impact of Digital Innovativeness on Esports Fan Identification and Engagement: An Integrated Framework of Innovation Diffusion Theory and the Psychological Continuum Model
作品名稱（其他語言）
著者 Fong-Jia Wang; Siu Ming Choi; Kuo-Feng Tseng; I-Wei Chung
單位
出版者
著錄名稱、卷期、頁數 SAGE Open 15(4), 21582440251405025
摘要 This study investigates the impact of digital innovativeness on esports fan identification and engagement by integrating innovation diffusion theory and the psychological continuum model (PCM). Drawing on survey data from 347 Taiwanese esports fans, we employed partial least squares structural equation modeling (PLS-SEM) to test the proposed relationships. Results indicate that digital innovativeness significantly enhances value co-creation experiences, fan knowledge, and fan identification. Among these, fan identification is the strongest predictor of engagement behaviors. Value co-creation experiences do not directly lead to engagement, but mediate through identification. The effect of innovativeness on identification is more pronounced in the early PCM stages (awareness and attraction) than in later stages (attachment and allegiance). These findings contribute to esports marketing literature by clarifying the causal pathways between digital innovativeness and fan engagement, and by emphasizing the strategic value of targeting early-stage fans through innovative approaches to strengthen identification and cultivate enduring digital fandom.
關鍵字 esports; digital innovativeness; fan engagement; value co-creation; sports marketing; innovation diffusion theory; psychological continuum model
語言 en
ISSN 2158-2440
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度 否
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/987654321/129390 )