Jang, Wooyoung (William); Byon, Kevin K. - In: International Journal of Sports Marketing and Sponsorship 21 (2019) 1, pp. 1-22
Purpose: Grounded in the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) (Venkatesh et al., 2012), the purpose of this paper is to examine the antecedents and consequence associated with esports gameplay by proposing the Esports Consumption (ESC) model, including six determinants...