위계적 다중회귀분석을 통한 이스포츠 국가 대항전 팬덤 태도 형성에 관한 연구: 자기결정성 이론을 중심으로

초록

This study examined the impact of national identity and digital identity on event attitudes (viewing intention, purchase intention, word-of-mouth intention) toward national esports events through the intrinsic/extrinsic motivation structure of Self-Determination Theory and basic psychological needs (autonomy, competence, relatedness), using hierarchical multiple regression analysis on 297 domestic fans who watched national esports events. The results showed that for viewing intention, national identity_intrinsic (β = .379, p < .001) and digital identity_intrinsic (β = .077, p < .05) had dominant effects, while the intrinsic-extrinsic interaction showed a negative effect (β = −.080, p < .05). Purchase intention was predicted by PC gaming time (β = .091), national identity_intrinsic (β = .227), digital identity_extrinsic (β = .160), and relatedness (β = .318). Word-of-mouth intention was influenced by female fans (β = −.075), mobile gaming time (β = .072), both intrinsic and extrinsic identity factors, competence (β = .205), and relatedness (β = .260). Adjusted R² values were .673 (viewing), .575 (purchase), and .669 (word-of-mouth), demonstrating strong explanatory power. Of the nine hypotheses tested, seven were fully supported and two were partially supported. The findings indicate that intrinsic motivation and basic psychological need satisfaction primarily drive attitude formation in national esports events, while extrinsic factors play differentiated roles depending on behavior type. Practical implications include strengthening autonomous viewing environments for game content, designing merchandise that leverages digital identity, and developing targeted campaigns for female and mobile users.

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