earticle

영어

The purpose of this study is to investigate the structural relationship between authenticity, club trust, club attitude, and club loyalty of e-sports professional clubs. To achieve the purpose of the study, data were collected from 260 e-sports fans. Sampling was performed using the convenience sampling method, and the completion of the questionnaire was made to respond with the self-administration. Among the collected data, 255 copies were used by adopting the final analysis data, excluding 5 copies of the data judged to be difficult to use. Data processing was performed by using SPSS 27.0. In order to verify the centralized validity and discriminant validity of the measurement items, a confirmatory factor analysis was performed using AMOS 23.0, and the hypothesis was verified using structural equation model analysis. The results were as follows. First, it was found that among the sub-factors of the authenticity of e-sports clubs, truth and effort had a significant effect on club trust. Second, it was found that club trust had a significant effect on club attitude. Third, it was found that club trust had a significant effect on club loyalty. Fourth, it was found that club attitude had a significant effect on club loyalty. The results of this study show that if e-sports clubs operate sincerely, fans' trust in the club increases. In addition, it can be seen that the higher the trust, the more positive the fans' attitude toward the club is, affecting the loyalty of the fans.