Volume 15, Issue 29 (4-2025)
JRSM 2025, 15(29): 280-303 |
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Dehghan M, Majidi C. Comparison Of Motivations For Watching Esports Across Generational Groups (X, Y, Z). JRSM 2025; 15 (29) :280-303
URL: http://jrsm.khu.ac.ir/article-1-3393-en.html
URL: http://jrsm.khu.ac.ir/article-1-3393-en.html
1- PhD student in Sports Management, Kharazmi University, Tehran, Iran. , Parvaneh.dehghan7@gmail.com
2- Assistant Professor in Sport Management, Kharazmi University, Tehran, Iran.
2- Assistant Professor in Sport Management, Kharazmi University, Tehran, Iran.
Abstract: (2417 Views)
Aim: The study aims to examine and compare the motivations for watching esports among Generations X, Y, and Z, highlighting generational differences and similarities in engagement with competitive gaming content. Understanding these motivations can provide valuable insights for esports marketers, organizers, and content creators to tailor experiences and communication strategies effectively.
Method: A quantitative approach was adopted. Participants were recruited using purposive sampling through online esports communities, social media platforms, and gaming forums. Data collection employed a structured questionnaire measuring various motivational factors, including entertainment, social interaction, competition, skill development, and escapism. The collected data were analyzed using descriptive statistics, ANOVA, and post-hoc tests to identify significant differences across generations.
Results: Generation Z exhibited higher scores for social interaction, escapism, and skill development, reflecting their digital nativity and integrated online social networks. Generation Y showed balanced motivation, emphasizing entertainment and competition, while Generation X primarily focused on competition and entertainment, with relatively lower social and escapism motivations. ANOVA results confirmed significant differences in motivational dimensions across generational cohorts, particularly in social interaction and escapism (p < 0.05). Post-hoc analyses further indicated that Generation Z significantly differed from Generations X and Y in these dimensions, whereas Generations X and Y did not differ significantly from each other in entertainment and competition motivations.
Conclusion: The study underscores the importance of generational segmentation in understanding esports audiences. Marketers and organizers should design differentiated content and engagement strategies to address generational preferences. Generation Z may respond best to interactive and socially connected esports experiences, while older generations may prioritize competitive and entertainment-oriented content.
Method: A quantitative approach was adopted. Participants were recruited using purposive sampling through online esports communities, social media platforms, and gaming forums. Data collection employed a structured questionnaire measuring various motivational factors, including entertainment, social interaction, competition, skill development, and escapism. The collected data were analyzed using descriptive statistics, ANOVA, and post-hoc tests to identify significant differences across generations.
Results: Generation Z exhibited higher scores for social interaction, escapism, and skill development, reflecting their digital nativity and integrated online social networks. Generation Y showed balanced motivation, emphasizing entertainment and competition, while Generation X primarily focused on competition and entertainment, with relatively lower social and escapism motivations. ANOVA results confirmed significant differences in motivational dimensions across generational cohorts, particularly in social interaction and escapism (p < 0.05). Post-hoc analyses further indicated that Generation Z significantly differed from Generations X and Y in these dimensions, whereas Generations X and Y did not differ significantly from each other in entertainment and competition motivations.
Conclusion: The study underscores the importance of generational segmentation in understanding esports audiences. Marketers and organizers should design differentiated content and engagement strategies to address generational preferences. Generation Z may respond best to interactive and socially connected esports experiences, while older generations may prioritize competitive and entertainment-oriented content.
Keywords: Motivation, Competitive Digital Games, Generation Z, Online Social Interaction, Content Personalization
Type of Study: Research |
Subject:
sport management
Received: 2025/04/5 | Accepted: 2025/04/19 | ePublished ahead of print: 2025/04/19 | Published: 2025/04/30
Received: 2025/04/5 | Accepted: 2025/04/19 | ePublished ahead of print: 2025/04/19 | Published: 2025/04/30
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