Examination of Esports Fans’ Live Streaming Experiences Using an Extended Expectation-Confirmation Model: A Case Study of the King Pro League

Live streaming is an essential means through which spectators view and engage with esports. In this study, an extended model is proposed and tested based on the expectation confirmation theory to examine esports fans’ live streaming experience and the factors contributing to their intention to continue using particular live streaming platforms. Survey data (N = 1004) were collected from King Pro League fans in China and analyzed using structural equation modeling. The results demonstrate that effort and enjoyment expectancies are important factors driving fans’ confirmation of expectations regarding live streaming services. The findings also confirm that both spatial presence and co-presence positively relate to viewers’ satisfaction with a live streaming platform and their continued intention to use it. This study provides new insights into esports fans’ viewing practices and the experiences they find most engaging via live streaming platforms.