e스포츠 이벤트 경험이 온라인 게임 브랜드의 충성도에 미치는 영향 - 리그오브레전드(League of Legends) 월드챔피언십을 중심으로 -

초록

This study considers esports events as an effective brand marketing strategy that can increase brand awareness and loyalty by providing consumers with a full experience of the brand. The objective of this study is to investigate the effect of esports event experiences on consumer satisfaction and brand loyalty of online games. This study categorized esports event experiences into three realms: socio-relational, cognitive-behavioral, and entertainment experiences. It then analyzed the impact of esports event experiences on consumer satisfaction and brand loyalty along with the mediating effect of consumer satisfaction. A total of 288 valid questionnaires from the 2020 LoL World Championship audiences were collected and analyzed. This study showed that esports event experiences had a positive effect on consumer satisfaction and brand loyalty. Moreover, consumer satisfaction had a partial mediating effect on the event experience and brand loyalty. This study has contributed to theoretical and empirical insights on esports event experiences by applying the concept of brand experience to online game industries. It also provides practical implications for marketing managers interested in understanding market trends so that apt marketing strategies can be formulated. Research on esports event experiences is still in its infant stage. Further studies are needed to develop new research methods to deeply explore and analyze esports event experiences from a consumer's perspective.

키워드