Journal of Sport and Applied Science

Korean Sports Science Association (한국스포츠과학회)
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Comparative Analysis of the Consumption Behavior of Game Items and Professional Sports Viewing Expenditures Based on the Esports and Sports Consumption Tendencies of the MZ Generation

  • Koun KIM (Korea Research, Hankuk University of Foreign Studies) ;
  • Seong-Hee PARK (Division of Global Sport Industry, Hankuk University of Foreign Studies)
  • Received : 2024.09.10
  • Accepted : 2024.09.24
  • Published : 2024.09.30
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Abstract

Purpose: This study aims to investigate the consumption patterns of the MZ generation in relation to eSports and traditional professional sports, focusing on the similarities and differences in spending behavior on game items and professional sports viewing. Research design, data, and methodology: The research utilizes a comparative analysis of eSports and professional sports consumption trends within the MZ generation. Data was collected through surveys targeting MZ generation consumers and analyzed using statistical methods to assess the impact of consumption behaviors on spending. The study particularly focuses on the expenditure behaviors in game items (eSports) versus traditional sports viewing expenses. Results: The analysis revealed that the MZ generation displays distinct consumption behaviors between eSports and traditional sports. eSports consumption is characterized by higher spending on in-game items, driven by personalization and competitive advantages, whereas spending on professional sports viewing is influenced by fan loyalty and event participation. Conclusions: The findings underscore the growing economic significance of eSports, driven by the unique consumption behaviors of the MZ generation. These insights suggest that the eSports industry should continue to adapt its strategies to capitalize on this trend, while traditional sports organizations may need to innovate in engagement strategies to maintain consumer interest and expenditure.

Keywords

Acknowledgement

This study was supported by the research grant of the Hankuk University of Foreign Studies in 2024.

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