本研究目的在於調查不同電子競技遊戲類型及不同直播類型對觀賞動機與消費的交互影響。方法：本研究採用質性與量化研究方法，質性研究使用焦點訪談調查了7位電競運動觀眾喜歡的遊戲類型以及直播類型，資料以主題分析法進行分析；量化研究採用立意抽樣的方式，透過線上問卷調查（在PPT、Facebook和專業遊戲論壇上進行問卷發放），在台灣收集312份有效樣本，測量工具包括運動觀賞動機量表（MSSC）、消費行為、遊戲類型和直播類型題項。資料以SPSS 25.0進行分析；交互作用的結果使用SPSS macro PROCESS Model 3來驗證。結果：質性研究結果發現，電子競技觀眾確實會根據特定的遊戲類型來欣賞特定的直播類型；量化研究結果發現，電子競技觀眾的觀賞動機與消費行為會在不同類型的直播媒體及不同類型的遊戲類型之間產生交互作用。本研究提出一市場分類圖說明研究發現與管理上的意涵。整體上，本研究結果有助於解釋為什麼許多人願意花費大量的時間與金錢觀賞電子競技運動。

Research purpose: Previous studies have paid less attention to eSport spectator motivations and consumption behaviors of watching different types of live-streaming and game genres. To fill the research gap, this study aims to investigate the spectator motivations and consumption based on the interaction effects of live-streaming types and game genres. The Use and Gratifications Theory (UGT) has been heavily relied on in eSport studies. This study extends from the UGT by adopting shopping motivation theory (hedonic and utilitarian) to further explain eSport motivation and consumption. Methods: This study adopted both qualitative and quantitative research methods. In terms of the qualitative research method, a focus group was used to have 7 experienced eSports spectators answer a series of questions regarding their favorite game genres and live-streaming types. Thematic analysis was used to analyze the data. In terms of the quantitative research method, purposive sampling was used to collect a valid sample of 312 respondents in Taiwan via an online survey (administered on a Bulletin Board System, Facebook and professional forum). The measurement tools include the Motivation Scale for Sport Consumption (MSSC), consumption behaviors and game genres and live-streaming types. The data were then analyzed using the statistical software SPSS 25.0. The moderation effects were examined using the SPSS macro PROCESS Model 3. Results: The results of the qualitative research found that eSports spectators seem to watch specific game genres via specific live-streaming types. The results were further verified by quantitative research. The results showed that eSports spectators’ motivations and consumption behaviors are determined by different types of live-streaming and different types of game genres. A matrix of eSport spectator segments was developed to illustrate the findings and managerial implications. Overall, this study helps to explain why many people are spending large amounts of time and money on eSport spectating.

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