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Impact of HEXACO Personality Factors on Consumer Video Game Engagement: A Study on eSports

机译：六十六种人格因素对消费者视频游戏参与的影响：对电子竞技的研究

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This paper aims to uncover novel insights into personality factors and consumer video game engagement modelling. This research empirically validates the role of specific HEXACO personality factors that foster consumer engagement (CE) in eSports users. Using a survey-based approach, we incorporated the HEXACO 60-items and consumer videogame engagement scales for data collection. Data were collected from eSports users, with 250 valid responses. WarpPLS 6.0 was used for PLS-SEM analyses comprising measurement and structural model assessment. The results showed that the reflective measurement model is reliable and sound. Whereas, the second-order formative measurement model also meets the criteria of indicator weights and Collinearity values (VIF). The results based on the structural model indicate that openness-to-experience, extraversion, agreeableness, and conscientiousness positively predict consumer engagement in eSports. This paper is first among others who conceptualizes and validates the HEXACO personality traits as a reflective formative model using the hierarchical component model (HCM) approach. The research model carries the explanatory capacity for consumer engagement in eSports concerning personality dimensions as indicated by the HEXACO model. It highlights the potential benefits of such research especially to marketers who could potentially employ personality modelling to develop tailored strategies to increase CE in video games.
机译：本文旨在揭示进入人格因素和消费者视频游戏订婚建模的新型见解。本研究经验验证了特定的六曲人格因素的作用，使消费者参与（CE）在ESPORTS用户中培养。使用基于调查的方法，我们纳入了Hexaco 60项和消费者视频游戏参与尺度，用于数据收集。数据从Esports用户收集，有250个有效响应。 WARPPLS 6.0用于PLS-SEM分析，包括测量和结构模型评估。结果表明，反射测量模型是可靠的，声音。鉴于二阶形成测量模型也符合指示剂重量和共线性值（VIF）的标准。基于结构模型的结果表明，开放的经验，途径，令人满意和尽职性地认为消费者在ESPORTS中的参与度。本文首先是使用分层组件模型（HCM）方法的反射形成模型的概念化和验证六曲方性特征。该研究模型对ESPorts的消费者参与有关人格尺寸的消费者参与的解释能力，如六曲模型所示。它突出了这些研究的潜在利益，特别是营销人员可能雇用人格建模，以制定用于增加视频游戏中CE的量身定制的策略。

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