Development and Validation of an Esports Stadium Atmosphere Measurement Scale: A Case Study in Thailand
Keywords:
Esports, Stadium atmosphere, Offline event, Scale developmentAbstract
Esports has emerged as a rapidly growing industry, attracting significant attention and generating revenue across multiple sectors through large-scale events. These events offer unique experiences, with fans participating both online through streaming platforms and offline by attending in person. The stadium atmosphere provides a distinct and immersive experience unavailable in online viewing, making it a key factor in drawing live audiences. While the atmosphere in traditional sports stadiums has been extensively studied, limited research exists on this topic in the context of esports. This study aimed to investigate the factors influencing esports stadium atmosphere and to develop a reliable and valid instrument to measure it, referred to as the Esports Stadium Atmosphere (ESSA) scale. A mixed-method approach was employed across three steps. Step I involved a qualitative exploration, including literature reviews, in-depth interviews, and expert panel evaluations, generating 81 potential items. Step II (n = 200) used exploratory factor analysis (EFA) to refine the scale, revealing a 6-factor, 29-item structure. Step III (n = 340) validated the scale using confirmatory factor analysis (CFA), confirming the model's dimensionality, reliability, and validity, with the final ESSA scale comprising six factors and 21 items. The results indicate that "stage devices" and "in-game related items and merchandise" possess distinct characteristics unique to the esports setting. Another noteworthy finding is that fan demographics and behavior differ significantly between traditional sports and esports. The results provide valuable insights and practical recommendations for esports organizers and management to enhance live event experiences through a validated ESSA scale.
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