Growth of E-Sports Among the Youngsters in Malaysia

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Paper Number: 37 Title: Growth of E-Sports Among the Youngsters in Malaysia

Abstract: E-sports are growing worldwide and in Malaysia. However, there is a dearth of studies that address the factors that influence young people's intention to participate in e-sports. Young people have different needs and interests. The purpose of this study was to examine the influence of government support, hedonic value, social influences, and price on the intention to play e-sports among youth in Malaysia. This was a quantitative study using a survey method to collect data. Based on random sampling, data was collected from 82 respondents. The target population was youth with interest in e-sports in Malaysia. The multiple regression results showed that hedonic value and price value had a positive and significant influence on the intention of youth in Malaysia to use e-sports. Hedonic value had the strongest influence on the intention to play e-sports. However, both social influence and government support had an insignificant influence on the intention to play e-sports. The results of this study will be useful for the government and marketers to promote the growth of e-sports in Malaysia. The results also show that emphasis should be placed on hedonic value.