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This study aims to examine firstly the motivations of esports spectators driving them to engage in consumption behaviour, and secondly, two spectator groups (League of Legends, LOL; Hearthstone) to compare the findings of the independence model and the competing model. In recent decades, the concept of esports has emerged as a major component of the sports industry and, therefore, of the global economy. However, the basic functioning of this new sector is relatively poorly understood. This study considers consumer motivations as they relate to esports and aims to assess how selected motivations interact. The motivations chosen in five categories were adopted from the Uses and Gratifications Theory. The independence model (based on Uses and Gratifications Theory (UGT)) and competing model (based on multiple theoretical perspectives) were applied to the LOL and Hearthstone spectator groups. Data (n = 574) were collected via online surveys with cross-validation measured and established between the two groups. The findings showed that social integrative motivations positively impacted consumption behaviour across game genres. Affective motivation partially mediated the relationship between social integrative motivation and consumption behaviour in LOL, and cognitive and personal integrative motivations positively influenced consumption behaviour in Hearthstone. The tension-release motivation had no significant association with consumption behaviour for spectators of either game. The findings can help the commercial interests of different esports game genres to predict why people consume particular esports and thus aid effective marketing strategies.

Football is among the world’s most popular sports. It is also one which China has sought to develop in the field of global professional sport. Nevertheless, the professionalization of football in China has not to date actually improved China’s Olympic achievement in the sport. In stark contrast to the glory of being the country that won most gold medals at the 2008 Olympics, China’s poor football performance has been troublesome for the country’s leader. In 2009, newly elected Xi Jin-Ping made a public statement about promoting elite football and expressed his personal hope that China would be capable of both qualifying for the final stages and winning the FIFA World Cup. With such concern on the part of the state leader, attention turned to football, with many private enterprises beginning to echo government policy by demonstrating a willingness to promote elite football. In addition, to accelerate football development, the Chinese Government promised to take action on the separation of governmen...

This paper undertakes an analysis of a movement to establish a sports lottery in Taiwan that focuses on a specific set of debates during the developing process. Methodologically, this study uses a qualitative case-study approach, which was based on documentary material and interviews, to generate a framework by which to analyse governance of Taiwan's specific system. The article argues that actors who present various resources and interests have constrained or enabled policies when seeking to achieve their preferred ends. Given a changing governance context, actors may no longer simply impose their will; they must negotiate with the other interested parties and organisations. Meanwhile, a balance between interests can be achieved only through competition, negotiation and cooperation between actors.