Exploring the Impact of Digital Innovativeness on Esports Fan Identification and Engagement
An Integrated Framework of Innovation Diffusion Theory and the Psychological Continuum Model
Bibliographic Data
| ID | 22006244 |
|---|---|
| Authors | Fong-Jia Wang (0000-0002-6292-5434, Tamkang University, corresponding author), Siu Ming Choi (0000-0002-0716-699X, University of Macau), Kuo-Feng Tseng (0000-0003-3037-8453, National Taiwan Normal University), I-Wei Chung (0000-0002-3602-1669, National Taiwan Normal University) |
| Year | 2025 |
| Volume | 15 |
| Issue | 4 |
| Publication date | 2025-10-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | SAGE Open (JOURNAL) |
| Journal identifiers | ISSN: 2158-2440 • E-ISSN: 2158-2440 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/21582440251405025 |
| OpenAlex | W7113914361 |
| Language | EN |
| Citations received | 1 |
| References cited | 54 |
This study investigates the impact of digital innovativeness on esports fan identification and engagement by integrating innovation diffusion theory and the psychological continuum model (PCM). Drawing on survey data from 347 Taiwanese esports fans, we employed partial least squares structural equation modeling (PLS-SEM) to test the proposed relationships. Results indicate that digital innovativeness significantly enhances value co-creation experiences, fan knowledge, and fan identification. Among these, fan identification is the strongest predictor of engagement behaviors. Value co-creation experiences do not directly lead to engagement, but mediate through identification. The effect of innovativeness on identification is more pronounced in the early PCM stages (awareness and attraction) than in later stages (attachment and allegiance). These findings contribute to esports marketing literature by clarifying the causal pathways between digital innovativeness and fan engagement, and by emphasizing the strategic value of targeting early-stage fans through innovative approaches to strengthen identification and cultivate enduring digital fandom
Diffusion of innovations · Innovation diffusion · Structural equation modeling · Survey data collection · Value creation · Consumer Behavior in Brand Consumption and Identification · Digital Games and Media · Digital Marketing and Social Media
Testing measurement invariance of composites using partial least squares
PLS-SEM’s most wanted guidance
The impact of virtual reality (VR) technology on sport spectators' flow experience and satisfaction
Consumer Loyalty
Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research
User Acceptance of Information Technology
Beyond Video Game Competition
The role of self-construal and team identification in shaping sports fans’ engagement with CSR initiatives
Social Identity Theory
The Effect of Livestreaming Esports Media on Viewer Satisfaction, Flow Experience, and Media Loyalty
Motivational Differences Among Viewers of Traditional Sports, Esports, and NBA 2K League
Digital athletics in analogue stadiums
Spectator e-sport and well-being through live streaming services
Philanthropic CSR Participation Intention among Sport Spectators and Fans within the Psychological Continuum Model
What is eSports and why do people watch it
From Meaning to Meaning
Clustering Esports Gameplay Consumers via Game Experiences
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |