Author/Authors :
Hao, Lujie School of Business - Huaqiao University, China , Lv, Qinghua School of Business - Huaqiao University, China , Zhang, Xiaosan Research Centre for Belt & Road Financial and Economic Development - Xiamen National Accounting Institute, China , Jiang, Qingquan School of Economics & Management - Xiamen University of Technology, China , Liu, Songxian School of Economics & Management - Xiamen University of Technology, China , Ping, Lin Research Centre for Belt & Road Financial and Economic Development - Xiamen National Accounting Institute, China
Abstract :
As a sportification form of human-computer interaction, eSports is facing great gender stereotype threat and causing female players’ withdraw. This study aims to investigate the relationship between gender-swapping and females’ continuous participation intention in eSports, the mediating effect of self-efficacy, and the moderating effect of discrimination. The results demonstrate (1) that the effect of gender-swapping on continuous participation intention in eSports was not significant, while gender-swapping had a significant association with self-efficacy, and self-efficacy had a significant association with continuous participation intention in eSports; (2) that gender-swapping had an indirect effect (via self-efficacy) on continuous participation intention in eSports; and (3) that discrimination moderated the effect of self-efficacy on continuous participation intention. Female players who had experienced discrimination displayed higher continuous participation intention in the context of self-efficacy enhanced by gender-swapping.
Keywords :
Gender Stereotype , ESports , Digit Sports , Continuous Participation , Gender Swapping , Female Players
