인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2026.4
- 수록면
- 121 - 132 (12page)
- DOI
- 10.51979/KSSLS.2026.04.104.121
이용수
초록· 키워드
Purpose: This study examines the causal relationship between offline attendance and online streaming utilization within the e-sports spectatorship ecosystem. Specifically, it examines whether prioritizing offline event attendance reduces subsequent online streaming use and explores sequential multi-platform pathways and consumer heterogeneity.
Method: Survey data from 1,693 Korean adults collected between 2023 and 2025 were analyzed using a causal forest–based quasi-experimental approach to estimate Average Treatment Effects (ATE) and Conditional Average Treatment Effects (CATE), while rigorously controlling for demographic covariates. Additionally, transition matrix analysis was conducted to examine first-to-second platform choice pathways, and multiple correspondence analysis (MCA) combined with k-means clustering was applied to identify latent consumer segments based on media consumption patterns.
Results: Offline-first selection significantly reduced the probability of online streaming use (ATE = −0.292), with consistently strong negative effects observed across subgroups. Transition analysis revealed high circulation between mobile and PC platforms, whereas offline-first users dispersed across multiple online channels rather than converging on a single platform. Three distinct consumer segments were identified: PC-centered users, mobile single-platform users, and mobile-based multi-platform users.
Conclusion: Offline event attendance tends to function as an independent consumption axis in e-sports spectatorship, suggesting a segmented media ecosystem and underscoring the need for integrated online-offline fan engagement strategies.
Method: Survey data from 1,693 Korean adults collected between 2023 and 2025 were analyzed using a causal forest–based quasi-experimental approach to estimate Average Treatment Effects (ATE) and Conditional Average Treatment Effects (CATE), while rigorously controlling for demographic covariates. Additionally, transition matrix analysis was conducted to examine first-to-second platform choice pathways, and multiple correspondence analysis (MCA) combined with k-means clustering was applied to identify latent consumer segments based on media consumption patterns.
Results: Offline-first selection significantly reduced the probability of online streaming use (ATE = −0.292), with consistently strong negative effects observed across subgroups. Transition analysis revealed high circulation between mobile and PC platforms, whereas offline-first users dispersed across multiple online channels rather than converging on a single platform. Three distinct consumer segments were identified: PC-centered users, mobile single-platform users, and mobile-based multi-platform users.
Conclusion: Offline event attendance tends to function as an independent consumption axis in e-sports spectatorship, suggesting a segmented media ecosystem and underscoring the need for integrated online-offline fan engagement strategies.
#E-sports
#Offline event attendance
#Causal forest
#Multiple correspondence analysis
#Cluster analysis
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목차
- Ⅰ. 서론
- Ⅱ. 연구방법
- Ⅲ. 결과
- Ⅳ. 논의
- Ⅴ. 결론 및 제언
- 참고문헌
- ABSTRACT
참고문헌
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