Beyond Gaming電競戰隊粉絲形成因素之研究

Abstract

有鑑於近期電子競技 (以下稱電競) 產業飛速成長，其中能夠讓電競整體產業穩定且持續成長的關鍵就是粉絲。除了選手表現逐漸提升與科技日新月異的進步以外，龐大的觀看流量與消費金額才是促進整體產業穩定且飛速成長的主因。本研究之目的為瞭解電競戰隊的粉絲的形成與持續支持之原因。因此，本研究透過McPherson等 (1989) 提出之社會化模型，藉由社會化理論模型之中所提及的三個要素：個人特質 (personal attributes)、重要他人 (significant others) 及社會化情境 (socialization situations)，來做為理論基礎與核心問題。為了瞭解BYG戰隊的粉絲形成因素，經由三種要素做為設計訪談大綱之依據，藉由專家檢核提高研究之信實度，以此訪綱所提及的相關問題去進行新建電競戰隊之粉絲訪談，進而釐清新建電競戰隊粉絲的形成過程與整體脈絡。研究結果：三種要素互相影響電競粉絲選擇戰隊的原因，其中個人特質的影響層面多以好奇心及新鮮感創造電競戰隊粉絲。再來是重要他人多以同儕、大眾媒體及家庭裡的兄弟姊妹為主要影響因素。最後是社會化情境製造的氛圍導致個體的改變。

In view of the recent rapid growth of the e-sports industry, fans are the key to making the overall e-sports industry stable and sustainable. It is the main reason for promoting the stability and rapid growth of the overall industry. The purpose of this study is to understand the reasons for the formation and continuous support of fans of newly-established e-sports teams. Therefore, this study uses the sports socialization model proposed by McPherson et al. (1989) and the sports socialization theoretical model mentioned. The three elements of the three elements: personal attributes, significant others, and socialization situations are used as the basis for argumentation and core issues. The three elements are the basis for designing the interview outline. To improve the reliability of the research, use the relevant issues mentioned in the interview outline to conduct interviews with fans of newly-established e-sports teams, and then clarify the formation process and overall context of fans of newly-established e-sports teams. Research results: The three factors influence each other on the reasons why e-sports fans choose teams, among which the influence level of personal characteristics is mostly curiosity and novelty to create fans of e-sports teams. Furthermore, significant others are mostly influenced by peers, mass media, and brothers and sisters in the family. Finally, it is the atmosphere created by the social situation that leads to individual change.