광고학연구: 제 31권 3호
The Korean Journal Advertising, Vol.31, No.3. (2020)
pp.33~62

DOI : 10.14377/KJA.2020.4.15.33

중국 e-스포츠 대회 현장 관람 의도에 영향을 미치는 요인: 확장된 계획된 행동이론과 온라인 사회자본의 적용

  • 장위·이화여자대학교 대학원 커뮤니케이션·미디어학 석사
  • 차희원·이화여자대학교 커뮤니케이션·미디어학부 교수
본 연구의 목적은 중국 e-스포츠 대회 현장 관람 의도에 영향을 미치는 요인이 무엇인지 탐 구하는 것이다. 이에 본 연구에서는 계획된 행동이론을 인지적 차원 뿐 아니라 정서적 차 원까지 확장하였고 대인 커뮤니케이션 및 온라인 사회자본을 추가 적용하였다. 본 연구는 e-스 포츠를 해본 경험이 있는 중국인을 대상으로 설문조사를 실시했다. 연구 결과에 따르면 첫째, 대 인 커뮤니케이션이 확장된 계획된 행동 이론의 인지적, 정서적 변인에 모두 긍정적 영향을 미치 는 것을 확인하였다. 둘째, e-스포츠 대회 현장 관람에 대한 태도가 긍정적일수록, 주관적 규범 이 클수록, 행동에 대한 지각된 행동 통제가 높을수록 e-스포츠 대회 현장 관람 의도가 높게 나 타났으며, e-스포츠 대회 현장 관람에 대한 애착도가 높을수록 e-스포츠 대회 현장 관람 의도 가 높은 것으로 나타났다. 셋째, 확장된 계획된 행동 이론의 인지적 변수인 태도 및 주관적 규범 이 e-스포츠 대회 현장 관람 의도에 미치는 영향은 교량형 온라인 사회 자본 및 결속형 온라인 사회 자본이 높을수록 강화된다는 것을 확인하였다. 또한 정서적 변수인 애착도의 경우 교량형 온라인 사회자본의 조절효과가 검증되었는데, 이는 온라인 취엔즈를 통해 새로운 사람들을 만나 고 새로운 정보를 공유하는 것이 애착도와 현장관람의도간 관계를 강화시킨다는 점을 보여준 결 과이다.
확장된 계획된 행동이론,대인 커뮤니케이션,온라인 사회자본,중국 e-스포츠 대회 현장 관람 의도

Exploring Factors Influencing the Viewing Intention of E-sports Competitions in China: An Application of the Extended Theory of Planned Behavior and Online Social Capital

  • Yu Zhang
  • Heewon Cha
E-sports has become new popular leisure culture on the basis of development of IT technology. The purpose of this study is to explore the factors that influencing the viewing intention of e-sports competitions in China, based on the Extended Theory of Planned Behavior. Specifically, this study proposes both cognitive factors and the emotional factor related to the viewing intention of e-sports competitions in China. This study also aims to figure out the relationship among the interpersonal communication, the Extended Theory of Planned Behavior and the intention of viewing e-sports competitions in China. In addition, in the context of Chinese culture this study investigated how bonding social capital and bridging social capital formed through Chinese online Quanzi influence the relationship between the ETPB and the intention of viewing e-sports competitions in China. To verify this, this study set up two research hypotheses and two research questions, and conducted online surveys by selecting who have played e-sports games. A total of 246 data were collected. This study conducted hierarchical regression analysis and to deduce the result. Based on the approach presented in this survey, the result showed that attitude, subjective norm and perceived behavioral control, which account for three cognitive factors of TPB, and the emotional factor – attachment all have a positive effect on the intention of viewing e-sports competitions in China. The emotional factor –attachment shows a more powerful effect than three cognitive factors of the TPB attitude, subjective norm and perceived behavioral control. This study also verified partial mediation effects of attitude, subjective norm and perceived behavioral control between interpersonal communication and the intention of viewing e-sports competitions in China, and complete mediation effect of attachment between interpersonal communication and the intention of viewing e-sports competitions in China. It shows that interpersonal communication directly influences the intention of watching e-sports competitions in China and also works as antecedent variable of the ETPB. Furthermore, the moderating effect of bonding social capital and bridging social capital formed through Chinese online Quanzi in the influence of four factors of the ETPB over the intention of viewing e-sports competitions in China was partially supported. Based on the overall research results, this study proves that the TPB is once again valid on explaining behavioral intention and suggests the extended model of Theory of Planned Behavior by adding the emotional factor–attachment. In addition, this study suggests significance of interpersonal communication in enhancing the intention of viewing e-sports competitions in China, which also works as antecedent variable of the ETPB. Finally, this research suggests expanded TPB with added bonding social capital and bridging social capital formed through Chinese online Quanzi in order to predict the intention of viewing e-sports competitions in China.
Extended Theory of Planned Behavior,Interpersonal communication,Online social capital,Viewing intention of Chinese e-Sports
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