Publication: The Determinants Of Malaysian Esports Watching Behaviour: The Mediating Role Of Satisfaction
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Date
2025-07
Authors
Lim, Chee Ngee
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Abstract
This study aims to explore the influencing factors behind eSports watching behaviour in Malaysia by applying the CAB model. Specifically, it investigates the impact of cognitive elements (aesthetics, escapism, flow, physical attractiveness, knowledge acquisition, perceived value, and social interaction) and the affective element (positive emotions) on satisfaction. Furthermore, the study examines the mediating role of satisfaction in the relationships between cognitive elements and eSports watching behaviour, and positive emotions and eSports watching behaviour.
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Keywords
Satisfaction , Social interaction--Malaysia