International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

The Structural Relationship among e-Sports Professional Club Authenticity, Club Trust, Club Attitude and Club Loyalty

  • Tingxuan Song (Department of e-Sports, Dankook University Graduate School) ;
  • Seyun Kim (Department of e-Sports, Dankook University Graduate School)
  • Received : 2024.07.30
  • Accepted : 2024.08.11
  • Published : 2024.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to investigate the structural relationship between authenticity, club trust, club attitude, and club loyalty of e-sports professional clubs. To achieve the purpose of the study, data were collected from 260 e-sports fans. Sampling was performed using the convenience sampling method, and the completion of the questionnaire was made to respond with the self-administration. Among the collected data, 255 copies were used by adopting the final analysis data, excluding 5 copies of the data judged to be difficult to use. Data processing was performed by using SPSS 27.0. In order to verify the centralized validity and discriminant validity of the measurement items, a confirmatory factor analysis was performed using AMOS 23.0, and the hypothesis was verified using structural equation model analysis. The results were as follows. First, it was found that among the sub-factors of the authenticity of e-sports clubs, truth and effort had a significant effect on club trust. Second, it was found that club trust had a significant effect on club attitude. Third, it was found that club trust had a significant effect on club loyalty. Fourth, it was found that club attitude had a significant effect on club loyalty. The results of this study show that if e-sports clubs operate sincerely, fans' trust in the club increases. In addition, it can be seen that the higher the trust, the more positive the fans' attitude toward the club is, affecting the loyalty of the fans.

Keywords

Acknowledgement

This thesis summarizes Tingxuan Song's master's thesis

References

  1. H. J. Kim and J. Song, "The Effects of Service Authenticity on Customer Trust and Commitment in Beauty Salon," Journal of The Korean Society of cosmetology, Vol. 23, No. 3, pp. 591-599, Jun 2017.
  2. J. S. Lee, "The Effects of Service Authenticity on Customer Confidence, Satisfaction and Loyalty: Focused on Restaurant," Journal of Tourism and Leisure Research, Vol. 33, No. 5, pp. 255-270, May 2021. DOI: 10.31336/JTLR.2021.5.33.5.255
  3. J. Hur and W. H. Son, "The effect of customers' perceived service authenticity on service quality, customer satisfaction, customer trust and loyalty of sport center instructors," The Korean Society of Sports Science, Vol. 29, No. 4, pp. 567-578, Aug 2020. DOI : 10.35159/kjss.2020.08.29.4.567
  4. T. Henning-Thurant, M. Groth, M. Paul, and D. Gremler, "Are all smilescreated equal? how emotional contagion and emotional labor affect service relationships," Journal of Marketing, Vol. 70, No. 3, pp. 8-73, Jul 2006. DOI: https://doi.org/10.1509/jmkg.70.3.058
  5. J. H. Shin and Y. J. Choi, "A Study on the SNS Marketing Activities of eSports Teams, Club Image, and Purchase Intention," eSports Studies, Vol. 5, No. 1, pp. 77-90, Jum 2023. DOI: http://dx.doi.org/10.59924/ises.2023.5.1.06
  6. M. S. Shin, G. J. Kin and C. R. Choi, "The Structural Relationship of The Characteristics of professional Baseball Club SNS, Club Attitude, Club Image and Club Loyalty," Korean society for Wellness, Vol. 10, No. 4, pp. 51-62, Nov 2015.
  7. K. H. Kim, "The Structural Relationships among Design Constituent of Professional Baseball New Stadium, Club Image, Club Trust and Club Loyalty," Vol. 34, No. 4, pp. 81-93, Dec 2021. DOI: http://dx.doi.org/10.22173/ksss.2021.34.4.5
  8. J. Ryu and H. Seo, "The Structural Relationship among Athletes-Team Fit, Fan's Expectations, Team Trust, Team Attitude, and Media Viewing Intention according to Transfer of Sports Star Athletes," Korean Journal of Convergence Science, Vol. 13, No. 2, pp. 91-108, Feb 2024. DOI: 10.24826/KSCS.13.2.6
  9. Park. A. R., DBR, https://dbr.donga.com/article/view/1203/article_no/5969
  10. S. Lee and D. Min, "The Effect of Brand Authenticity on WOM and Purchase Intention : Mediating Role of Effort Saving and Brand Trust," Korean Management Review, Vol. 45, No. 4, pp. 1279-1307, Aug 2016. DOI: http://dx.doi.org/10.17287/kmr.2016.45.4.1279
  11. J. Lee and J. Won, "The Effect of Multiple Brand and Multiple Athlete Endorsements," Korean Journal of Sport Management, Vol. 24, No. 4, pp. 68-82, Aug 2019. DOI: http://dx.doi.org/10.31308/KSSM.24.4.5
  12. J., Y. Hwang, S. Yoon, and N. H. Park, "Structural Effects of Cognitive and Affective Reponses to Web Advertisements, Website and Brand Attitudes, and Purchase Intentions: The Case of Casual-dining Restaurants," International Journal of Hospitality Management, Vol. 30, No. 4, pp. 897-907, Dec 2011. DOI: https://doi-org/10.1016/j.ijhm.2011.01.011
  13. J. P. Kitchen, G. Kerr, D. Schultz, R. McColl, and L.m Pals, "The Elaboration Likelihood Model: Review, Critique and Research Agenda," European Journal of Marketing, VOl. 48, No. 11-12, pp. 2033-2050, Jan 2014. DOI: https://doi-org/10.1108/EJM-12-2011-0776
  14. J. H. Lee, "A Study on the Reliability and Loyalty of Korean Brand Products by Chinese Consumers," Journal of Corporation and Innovation, Vol. 43, No. 3, pp. 139-154, Sep 2020. DOI: https://doi-org/10.20462/JCI.2020.43.3.139
  15. Lee, Y. The Structural Relationship among Professional Baseball Team's Corporate Social Responsibility, Team Image and Equity of Professional Baseball Team's Parent Company. Ph.D. Thesis. Dankook University, Yong-In, Korea, 2018.
  16. J. M. Keller, "Development and use of the ARCS model of instructional design," Journal of Instructional Development, Vol. 10, No. 3, pp. 2-10, Sep 1987.
  17. A. Chaudhuri, "Does brand loyalty mediate brand equity outcomes?," Journal of Marketing Theory and Practice, Vol. 7, No. 2, pp. 136-146, Apr 1999.
  18. S. Park and J. Jung, "The Influence of Professional E-sport Title Sponsorship Corporate Image on World-of-mouth Intention and Purchase Intention," Journal of Sport and Leisure Studies, No. 30, pp. 251-260, Sep 2007. DOI: 10.51979/KSSLS.2007.09.30.251
  19. S. Y. Kim and Y. M. Kim, "The Structural Relationship of Professional Basketball Team-Spectator Relationship, Team attitude, Team Image and Brand Equity of Parent Companies," The Korean Journal of Physical Education, VOl. 52, No. 3, pp.267-283, Jun 2013.
  20. J. M. Moon and K. W. Byeon, "The Structural Relationships among Team Authenticity of Professional Baseball, Team Image, Team Attitude, and Team Loyalty: Sequential Mixed Method Designs," Korean Journal of Sport Management, Vol. 22, No. 4, pp. 91-110, Aug 2017. DOI : 10.31308/KSSM.22.4.6
  21. Z. H. Yang & S. Kim, "Effects of Service Authenticity on Reputation, Trust, Customer Satisfaction and Loyalty: Focused on Dental Service," Journal of Marketing Studies, Vol. 26, No. 2, pp. 48-63, Jun 2018. DOI: http://dx.doi.org/10.21191/jms.26.2.04
  22. Y. M. Kim, J. Y. Kim, and S. Y. Kim, "The Structural Relationship Among Attributes of Sport Event, Participation Satisfaction, Brand Image, Brand Attitude and Brand Loyalty," The Korean Journal of Physical Education, Vol. 51, No. 5, pp. 371-384, Oct 2012.
  23. S. E. Lee, Y. M. Kim, and S. Y. Kim, "The Structural Relationship among Professional Baseball Sport Teams' Service Quality, Customer Orientation, Spectating Satisfaction, Team Loyalty and Revisit Intention," The Korean Journal of Physical Education, Vol. 57, No. 3, pp. 305-320, May 2017. DOI: http://dx.doi.org./10.23949/kjpe.2017.05.56.3.23
  24. R. G. Netemeyer, J. S. Boles, D. O. Mckee, and R. McMurrian, "An investigation into the antecedents of organizational citizenship behaviors in a personal selling context," Journal of Marketing, Vol. 61, No. 3, pp. 85-98, Jul 1997.
  25. K. S. Kim, AMOS 18.0 structure equation model analysis, Hannarae Publishing, 2010.
  26. C. Fornell and D.F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error," Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, Feb 1981.
  27. J. C. Nunnally and I. H. Bernstein, Psychometric theory, McGraw-Hill. 1994.