earticle

영어

The purpose of this study is to investigate the structural relationship between e-sports and the user's selfimage, e-sports attitude, continuous use intention, and Continuous use Intention. Therefore, the subject of this study was a total of 300 university students who used the games of e-sports events in Korea. Among the collected data, 288 copies, excluding 12 copies of data that are difficult to use, were used by adopting the final analysis data. Data processing was performed using SPSS 27 and AMOS 21. Confirmatory factor analysis was performed to verify the centralized validity and discriminant validity of the measurement items, and the hypothesis was verified through structural equation model analysis. We obtained the following results through hypothesis testing. First, among the image congruence factors, the real self-image and the ideal self-image were found to have a positive effect on the e-sports attitude. Second, it was found that the e-sports attitude had a positive effect on the continuous use intention. Third, it was found that the e-sports attitude had a positive effect on Continuous use Intention. Fourth, Continuous use intent was found to have a significant effect on the Continuous use Intention. Through this result, it was found that the self-image of e-sports users plays an important role in forming the e-sports attitude, and ultimately affects the Continuous Use Intention and the Referral Intention.