Factors Affecting eSports Audience Satisfaction - The case of League of Legends

ABSTRACT With the introduction of e-Sports, games have emerged as a new public culture. Also, it has had positive effects on related industries including game, contents, broadcasting, IT and more. Studies on eSports consumer behavior are required for the continuous vitalization of the eSports industry. However, there are insufficient studies on the psychological aspect of eSports consumers. This study aims to find the motivations for watching the League of Legends(LoL), which has opened a new paradigm of eSports. We also find the relationship between such viewing motivation and satisfaction. This study is expected to be the base of future studies on eSports consumer motivation and establish effective marketing strategies in the industry.Keywords : eSports(e스포츠), Audience satisfaction(관람만족), Viewing motivation (관람동기), Consumer characteristics(소비자 특성) Received: Apr. 21, 2014 Accepted: Jun. 09, 2014 Corresponding Author: Sang-Woo Lee (Yonsei Graduate School of Information)E-mail: leesw726@yonsei.ac.krISSN: 1598-4540 / eISSN: 2287-8211Ⓒ The Korea Game Society. All rights reserved. This is an open-access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.otg/licenses/by-nc/3.0), which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.