Factors Influencing eSports Viewership: An Approach Based on the Theory of Reasoned Action

The current study employs the theory of reasoned action to examine factors that correlate with the behavioral intentions of watching eSports. A structural equation modeling analysis is performed to examine the relationship between intentions to watch eSports, attitude toward watching eSports, subjective norms, behavioral beliefs, and normative beliefs. The results suggested that three behavioral beliefs-related factors (aesthetics, drama, and escapism) and subjective norms were positively related to attitude toward watching eSports. Normative beliefs positively influenced subjective norms. Finally, attitude toward watching eSports positively influenced behavioral intention.