A Case Study of Factors Impacting Aspiring E-sports Athletes in South Korea

Jae-gu Yu; Yunduk Jeong

doi:10.5817/StS2022-2-22

A Case Study of Factors Impacting Aspiring E-sports Athletes in South Korea

Vol.16,No.2(2022)

Jae-gu Yu Yunduk Jeong

https://doi.org/10.5817/StS2022-2-22

PDF

Abstract

This study examines the structural relationships of factors like attitudes, subjective norms, perceived behavioral control (PBC), and career pursuit intentions among aspiring e-sports athletes using the theory of planned behavior, and exploring the moderating influence of athletic identity on these relationships. We assessed the measurement scale’s validity and reliability with confirmatory factor analysis, Cronbach’s alpha coefficients, and correlational analysis. Structural equation modeling evaluated the effects of three factors – attitudes, subjective norms, and PBC – on career pursuit intentions. Additionally, a hierarchical regression analysis was performed to confirm the moderating effect of athletic identity. The results revealed positive impacts of attitudes (0.300, p<0.001), subjective norms (0.414, p<0.001), and perceived behavioral control (0.274, p<0.001) on career pursuit intentions. However, athletic identity did not moderate the relationships among the research variables. We confirmed that subjective norms were the most influential factor in improving career pursuit intentions; and, although PBC has been considered as a moderating variable, our study found that PBC was a direct determinant of career pursuit intentions.

Keywords:
esport; theory of planned behavior; athletic identity; career pursuit intentions; perceived behavior control

Pages:
214–228

References

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. in Kuhl, J. and Beckman, J. Eds.s), Action Control: From Cognition to Behavior, Springer, Heidelberg, Germany, pp. 11–39.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T.

Ajzen, I. (2011). Constructing a theory of planned behavior questionnaire. Available at: http://people.umass.edu/aizen/pdf/tpb.measurement.pdf Accessed 1 September 2021.

Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314-324. https://doi.org/10.1002/hbe2.195.

Azjen, I. (1980). Understanding Attitudes and Predicting Social Behavior. Prentice Hall, Inc., Englewood Cliffs, NJ.

Bae, J., Won, D., Lee, C., & Pack, S. M. (2020). Adolescent participation in new sports: Extended theory of planned behavior. Journal of Physical Education and Sport, 20, 2246-2252. https://doi.org/10.7752/jpes.2020.s3301.

Bosnjak, M., Ajzen, I., & Schmidt, P. (2020). The theory of planned behavior: Selected recent advances and applications. Europe's Journal of Psychology, 16(3), 352. https://doi.org/10.5964/ejop.v16i3.3107.

Braksiek, M., Thormann, T. F., & Wicker, P. (2021). Intentions of Environmentally Friendly Behavior Among Sports Club Members: An Empirical Test of the Theory of Planned Behavior Across Genders and Sports. Frontiers in Sports and Active Living, 3, 129. https://doi.org/10.3389/fspor.2021.657183.

Brewer, B. W., Van Raalte, J. L., & Linder, D. E. (1993). Athletic identity: Hercules' muscles or Achilles heel?. International Journal of Sport Psychology, 24(2), 237-254.

Castanier, C., Deroche, T., & Woodman, T. (2013). Theory of planned behaviour and road violations: The moderating influence of perceived behavioural control. Transportation Research Part F: Traffic Psychology and Behaviour, 18, 148-158. https://doi.org/10.1016/j.trf.2012.12.014.

Chang, M. K. (1998). Predicting unethical behavior: a comparison of the theory of reasoned action and the theory of planned behavior. Journal of Business Ethics, 17(16), 1825-1834.

Choi, S.H. (2020). New K-wave, South Korean eSports. Korean Foundation for International Cultural Exchange, Available at: http://kofice.or.kr/b20industry/b20_industry_03_view.asp?seq=8019&page=1&find=&search=&genre= Accessed 4 June 2020.

Chu, T. H., & Chen, Y. Y. (2016). With good we become good: Understanding e-learning adoption by theory of planned behavior and group influences. Computers & Education, 92, 37-52. https://doi.org/10.1016/j.compedu.2015.09.013.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003. https://doi.org/10.1287/mnsc.35.8.982.

Feola, R., Vesci, M., Botti, A., & Parente, R. (2019). The determinants of entrepreneurial intention of young researchers: combining the theory of planned behavior with the triple helix model. Journal of Small Business Management, 57(4), 1424-1443. https://doi.org/10.1111/jsbm.12361.

Fink, J. S., Parker, H. M., Brett, M., & Higgins, J. (2009). Off-field behavior of athletes and team identification: Using social identity theory and balance theory to explain fan reactions. Journal of Sport Management, 23(2), 142-155. https://doi.org/10.1123/jsm.23.2.142.

Fishbein, M., and Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading, MA.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104.

Hair, J.F., Black, W.C., Babin, B.J., ve Anderson, R.E. (2010). Multivariate Data Analysis, 7th ed., Pearson, Upper Saddle River, NJ.

Hamari, J., & Sjöblom, M. (2017). What is eSports and why do people watch it?. Internet Research, 27(2), 211-132.

Han, H., Hsu, L. T. J., & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325-334. https://doi.org/10.1016/j.tourman.2009.03.013.

Han, H., Meng, B., & Kim, W. (2017). Emerging bicycle tourism and the theory of planned behavior. Journal of Sustainable Tourism, 25(2), 292-309. https://doi.org/10.1080/09669582.2016.1202955.

Hogg, M. A., Terry, D. J., & White, K. M. (1995). A tale of two theories: A critical comparison of identity theory with social identity theory. Social Psychology Quarterly, 58, 4, 255-269. https://doi.org/10.2307/2787127.

Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53-60. https://doi.org/10.21427/D7CF7R.

Jeong, Y., Kim, S. K., & Yu, J. G. (2021). Examining the Process Behind the Decision of Sports Fans to Attend Sports Matches at Stadiums Amid the SARS-CoV-2 Pandemic: The Case of South Korea. Sustainability, 13(6), 3403. https://doi.org/10.3390/su13063403.

Jin, D. Y. (2020). Historiography of Korean Esports: Perspectives on Spectatorship. International Journal of Communication, 14, 3727-3745.

Kim, E., Chung, K. S., Chepyator-Thomson, J. R., Lu, Z., & Zhang, J. J. (2020). The LPGA’s global tour and domestic audience: factors influencing viewer’s intention to watch in the United States. Sport in Society, 23(11), 1793-1810. https://doi.org/10.1080/17430437.2020.1804116.

Kim, J. J., & Hwang, J. (2020). Merging the norm activation model and the theory of planned behavior in the context of drone food delivery services: Does the level of product knowledge really matter?. Journal of Hospitality and Tourism Management, 42, 1-11. https://doi.org/10.1016/j.jhtm.2019.11.002.

Kline, R.B. (2005). Principles and Practice of Structural Equation Modeling, 2nd ed., Guilford, New York.

Lafrenière, M. A. K., Jowett, S., Vallerand, R. J., Donahue, E. G., & Lorimer, R. (2008). Passion in sport: On the quality of the coach–athlete relationship. Journal of Sport and Exercise Psychology, 30(5), 541-560. https://doi.org/10.1123/jsep.30.5.541.

Lee (2012). Analysis on the relations among athletic experience factors, sports orientation, athletic identity, and attribution of success in students’ athletes. Ph.D. Thesis, Konkuk University, Seoul, Korea, Unpublished work.

Lee, C., Kim, H., & Hong, A. (2017). Ex-post evaluation of illegalizing juvenile online game after midnight: A case of shutdown policy in South Korea. Telematics and Informatics, 34(8), 1597-1606. https://doi.org/10.1016/j.tele.2017.07.006.

Lee, S. H. (2019). History and Progress of eSports. eSports Studies, 1(1), 1-27.

Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and Social Psychology Bulletin, 18(1), 3-9. https://doi.org/10.1177/0146167292181001.

Martin, E. M., & Horn, T. S. (2013). The role of athletic identity and passion in predicting burnout in adolescent female athletes. The Sport Psychologist, 27(4), 338-348. https://doi.org/10.1123/tsp.27.4.338.

Martin, J. J., Mushett, C. A., & Eklund, R. (1994). Factor structure of the Athletic Identity Measurement Scale with adolescent swimmers with disabilities. Brazilian International Journal of Adapted Physical Education Research, 1(1), 87.

Park, H. S. (2000). Relationships among attitudes and subjective norms: Testing the theory of reasoned action across cultures. Communication Studies, 51(2), 162-175. https://doi.org/10.1080/10510970009388516.

Park, S. H., Hsieh, C. M., & Lee, C. K. (2017). Examining Chinese college students’ intention to travel to Japan using the extended theory of planned behavior: Testing destination image and the mediating role of travel constraints. Journal of Travel & Tourism Marketing, 34(1), 113-131. https://doi.org/10.1080/10548408.2016.1141154.

Park, S. J. (2020). Is esport 'Real' Sport?. The Korean Journal of Physical Education, 59(3), 47-58. http://doi.org/10.23949/kjpe.2020.5.59.3.47.

Perugini, M., & Bagozzi, R. P. (2001). The role of desires and anticipated emotions in goal‐directed behaviours: Broadening and deepening the theory of planned behaviour. British Journal of Social Psychology, 40(1), 79-98. https://doi.org/10.1348/014466601164704.

Rahaman, H. S., Stouten, J., & Guo, L. (2019). Antecedents of ethical leadership: the theory of planned behavior. Leadership & Organization Development Journal, 40(6), 735-746. https://doi.org/10.1108/LODJ-11-2018-0417.

Ronkainen, N. J., Kavoura, A., & Ryba, T. V. (2016). A meta-study of athletic identity research in sport psychology: Current status and future directions. International Review of Sport and Exercise Psychology, 9(1), 45-64. https://doi.org/10.1080/1750984X.2015.1096414.

Schuster, L., Kubacki, K., & Rundle-Thiele, S. (2016). Understanding caregivers’ intentions for their child to walk to school: Further application of the theory of planned behavior. Health Marketing Quarterly, 33(4), 307-320. https://doi.org/10.1080/07359683.2016.1240521.

Seonwoo, Y. Y., & Jeong, Y. D. (2021). Exploring Factors That Influence Taekwondo Student Athletes’ Intentions to Pursue Careers Contributing to the Sustainability of the Korean Taekwondo Industry Using the Theory of Planned Behavior. Sustainability, 13(17), 9893. https://doi.org/10.3390/su13179893.

Stets, J. E., & Burke, P. J. (2000). Identity theory and social identity theory. Social psychology quarterly, 63, 224-237. https://doi.org/10.2307/2695870.

Suh, Y. I., Ahn, T., & Pedersen, P. M. (2013). Examining the effects of team identification, e-service quality (e-SQ) and satisfaction on intention to revisit sports websites. International Journal of Sports Marketing and Sponsorship, 14(4), 2-19. https://doi.org/10.1108/IJSMS-14-04-2013-B002.

Tajfel, H. E. (1978). Differentiation between social groups: Studies in the social psychology of intergroup relations. Academic Press, London, UK.

Teng, Y. M., Wu, K. S., & Liu, H. H. (2015). Integrating altruism and the theory of planned behavior to predict patronage intention of a green hotel. Journal of Hospitality & Tourism Research, 39(3), 299-315. https://doi.org/10.1177/1096348012471383.

Theodorakis, N. D., Koustelios, A., Robinson, L., & Barlas, A. (2009). Moderating role of team identification on the relationship between service quality and repurchase intentions among spectators of professional sports. Managing Service Quality: An International Journal, 19(4), 456-473. https://doi.org/10.1108/09604520910971557.

Ulker-Demirel, E., & Ciftci, G. (2020). A systematic literature review of the theory of planned behavior in tourism, leisure and hospitality management research. Journal of Hospitality and Tourism Management, 43, 209-219. https://doi.org/10.1016/j.jhtm.2020.04.003.

Vallerand, R. J., Blanchard, C., Mageau, G. A., Koestner, R., Ratelle, C., Léonard, M., ... & Marsolais, J. (2003). Les passions de l'ame: on obsessive and harmonious passion. Journal of Personality and Social Psychology, 85(4), 756. https://doi.org/10.1037/0022-3514.85.4.756.

Verma, V. K., & Chandra, B. (2018). An application of theory of planned behavior to predict young Indian consumers' green hotel visit intention. Journal of Cleaner Production, 172, 1152-1162. https://doi.org/10.1016/j.jclepro.2017.10.047.

Wang, C., Zhang, J., Xiao, X., Sun, F., Xiao, M., & Shi, Q. (2020). Examining the dimensions and mechanisms of tourists’ environmental behavior: A theory of planned behavior approach. Journal of Cleaner Production, 273, 123007. . https://doi.org/10.1016/j.jclepro.2020.123007.

Wang, X., Won, D., & Jeon, H. S. (2021). Predictors of Sports Gambling among College Students: The Role of the Theory of Planned Behavior and Problem Gambling Severity. International Journal of Environmental Research and Public Health, 18(4), 1803. https://doi.org/10.3390/ijerph18041803.

Metrics