Purpose

The study aims to provide a reference for market segmentation in a relatively new market. Esports consumer profiles are developed based on consumption motives, structural factors, game genres, interests, demographics and behavioral intentions. It delivers managerial advice for a growing esports market.

Design/methodology/approach

A quantitative approach using an online survey was implemented to identify homogenous groups. The study employed the Motivation Scale for Sports Consumption (MSSC) to investigate the consumption motives of esports consumers. A two-step market segmentation was conducted based on the motives, applying hierarchical clustering. Moreover, descriptor variables were used to create distinct esports consumer profiles.

Findings

This research divides the esports market into four clusters based on MSSC, which is new and relevant in a constantly changing environment. The clusters are named Low Intention Novices, Leisure Warriors, Socializing Learners and Dedicated Enthusiasts.

Originality/value

This adds to the limited literature on esports market segmentation and highlights the theoretical and practical implications of the findings.

中文翻译：

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电子竞技中的消费者细分：通过消费动机进行聚类

 目的

该研究旨在为相对较新的市场的市场细分提供参考。电子竞技消费者档案是根据消费动机、结构因素、游戏类型、兴趣、人口统计和行为意图制定的。它为不断增长的电子竞技市场提供管理建议。

设计/方法论/途径

采用在线调查的定量方法来识别同质群体。该研究采用体育消费动机量表（MSSC）来调查电子竞技消费者的消费动机。根据动机，应用层次聚类进行两步市场细分。此外，描述符变量被用来创建不同的电子竞技消费者档案。

 发现

这项研究根据 MSSC 将电子竞技市场分为四个集群，这在不断变化的环境中是新颖且相关的。这些群体被命名为“低意新手”、“休闲战士”、“社交学习者”和“热心爱好者” 。

 原创性/价值

这增加了有关电子竞技市场细分的有限文献，并凸显了研究结果的理论和实践意义。