In terms of theoretical contributions, we tested a five-factor model of social atmospherics associated with esports events and its effects on behavioral intention through affective responses. However, there was no significant relationship between suitable behavior and affective responses. The results via structural equation modeling indicated that cheering behavior, similarity, cosplay, and social density positively and significantly influenced affective responses and behavioral intention. The model was re-estimated using the second data set after dropping four items with low factor loadings, resulting in the acceptable model fit. The initial model fit was not shown to be acceptable. The data set was split into half the first data set ( n = 189) was used to examine the psychometric properties of the measurement model and the second data set ( n = 184) was employed to test the hypothesized model. Via an online survey, data were collected ( n = 372) from esports fans who have experienced attending esports events. Notably, cosplay (i.e., a portmanteau of the words “costumes” and “play”) and cheering behavior factors adopted from extant social atmospherics served to capture the unique features associated with esports events. Based on review literature, we conceptualized social atmospherics as five dimensions in esports events’ environments: social density, suitable behavior, similarity, cosplay, and cheering behavior.
The purpose of this study was to conceptualize social atmospherics in the context of esports attendance and examine the relationship among social atmospherics, affective responses, and behavioral intention.
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