Player Personality and Esports Engagement
Junting“ Cloud”
Junting“ Cloud” GUO
Production
Player Personality and Esports Engagement
The goal of my thesis was to explore the relationship between Big-Five Factors of Personality and player esports engagement in the U. S. and China. I choose this topic because I am a passionate esports fan and have been immersed in the esports game culture in both the U. S. and China. The survey was distributed to gamer communities in both countries and collected 376 valid responses.
This study explores the relationship between personality, Consumer Esports Engagement( CeSE) and esports consumer behaviors in the U. S. and China. By analyzing survey data from both regions, we found significant correlations between extraversion, conscientiousness, agreeableness, and various aspects of CeSE, including real-life event attendance, dedication, and online community exchange.
The results highlighted interesting regional differences, particularly in the relationship between neuroticism and enthusiasm in esports. The study also explores the relationship between CeSE and specific purchase intention categories, including in-game content, fandom merchandise, real-life events, and streaming services. The research compared and analyzed the differences between the two regions and provided market insights on esports monetization for the two countries.
The process of conducting this research significantly taught me about social science and psychology. It also allowed me to utilize my skills in translation by writing survey questions in both Chinese and English, and to practice organizing data. I also discovered many unexpected relationships, which could be interesting future study subjects.
60 PRODUCTION