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The motives that drive people to watch esports
(İstanbul Bilgi Üniversitesi, 2021) Durmaz, Sema; Atakan, Mukaddes Gül Serap
ABSTRACT: This study aims to figure out the motives that are effective on esports viewership. By doing this the factors that scheme out the behavior of esports viewers are covered. Literary context with various perspectives and terms to esports are figured out. The motives as well as factors are evaluated by applying Theory Of Reasoned Action to the study. The defined motives recently performed in Motivation Scale Of Esports Spectatorship (MSES) are added into the model to form a concrete and measured quantitative basis for the thesis. Throughout the given model the relationship between the defined motives and attitude and their effects on forming behavioral intention are examined. Thus, the motives taken from MSES are multiplied to output the realized considerations as strength of behavioral beliefs and evaluated outcomes of the verified motives. Moreover, strength of normative beliefs and motivation to comply them in relation with subjective norms and subjective norms to effect attitude and to form behavioral intention are also questioned under the sense of given hypotheses. Conclusion and recommendations are given as part of the outcomes of what is assured within the analysis part.