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EMAC 2021 Annual Conference


Public perception in esports: Dimension analysis and general scale development
(A2021-104112)

Published: May 25, 2021

AUTHORS

Kihan Kim, Seoul National University; Jongho Kim, Seoul National University

ABSTRACT

The aim of this study is to develop a measurement scale of public perception in esports. The public perception of esports consumer is a new topic among the esports research field. The current research investigated the perception formed in each type of esports. The four steps of scale development procedure were used for esports public perception scale development. 798 samples were collected for this study. Following variables were found to have positive influence: ‘Entertaining’, ‘Aesthetic’, ‘Sociality’, and ‘Educational’. ‘Provocative’, ‘Addictive’, ‘Impulsiveness’ were found to have negative impact. Key words: esports, public perception, scale development, entertaining, provocative