[雙語翻譯]--游戲外文翻譯--虛擬世界競爭激烈背景下的電子競技消費(fèi)需求分析（原文）

1、SPECIAL THEMEVirtual worlds in competitive contexts: Analyzing eSports consumer needsThomas Weiss we illuminate competitive and hedonic need gratifications of continuous eSports use. We apply Uses and Gratifications the

2、ory reporting on ten in-depth expert interviews as well as survey data collected from 360 eSports players. We reveal that both competitive (competition and challenge) and hedonic need gratifications (escapism) drive cont

3、inuous eSports use.Keywords Virtual worlds . eSports . Uses and gratificationsJEL classification M1–Business Administration .M19–OtherIntroductionVirtual worlds are persistent and non-persistent “graphical immersive envi

4、ronments that support a host of activities ranging from social interaction (...) to action-oriented gam- ing (...) [They] are multi-modal platforms that feature rich graphics, 3D rendering, high-fidelity audio and video,

5、 mo- tion and interactivity” (Schultze 2010, 434). Especially in leisure settings, such virtual worlds reveal social interaction and learning functionalities (Petrakou 2010); they are said to foster social computing (Mes

6、singer et al. 2009). The literature on virtual worlds mainly stems from engineering and psychology. It predominately highlights the technological prerequisites and challenges of virtual worlds (Zhao 2011) or the effects

7、of virtual world con- sumption (Fischer et al. 2007). The few studies focussing on the use of virtual worlds have developed within two broad themes. The first theme is user acceptance. Empirical studies of virtual world

8、acceptance examine psychological processes of individuals forming the intention to use virtual worlds and virtual world communities (Fetscherin and Lattemann 2008); they identify previously unexplored antecedents regardi

9、ng IT acceptance (e.g., role projection, emotional involvement) in both entertainment-oriented (e.g., Holsapple and Wu 2007) and more work- or learning-oriented environments (e.g., Fetscherin and Lattemann 2008; Holsappl

10、e and Wu 2007). Such works highlight the importance of performance expec- tancy, social influence and perceived value of communication for virtual world use and emphasize the importance of various types of cooperation or

11、 collaboration between individuals (Fetscherin and Lattemann 2008). The second theme, within which this research is situated, is Uses and Gratifications. Uses and Gratifications studies consider individuals as active vir

12、tual world users; theyResponsible Editors: Hans-Dieter Zimmermann and Nilmini WickramasingheT. Weiss (*) Department of Business, Media and Technology Management, University of Cologne, Pohligstr. 1, 50969 Cologne, German

13、y e-mail: thomas.weiss@uni-koeln.deS. Schiele Department of Information Systems and Information Management, University of Cologne, Pohligstr. 1, 50969 Cologne, Germany e-mail: schiele@wim.uni-koeln.deElectron Markets (20

14、13) 23:307–316DOI 10.1007/s12525-013-0127-5We structure the remainder of this paper as follows: First, we present the Uses and Gratifications approach. Based on an epistemological deductive approach, we subsequently issu

15、e need gratifications identified within the virtual worlds litera- ture. Applying a variance-based research method, we test for support of the need gratifications by combining qualitative interviews with quantitative sur

16、veys analyzed through multi- ple regression analysis. We reflect the results against the literature in the “Discussion” section. We conclude with a summary of our contribution and areas for further research.Theoretical b

17、ackgroundUses and gratifications approachThe Uses and Gratifications approach1 (Rayburn and Palmgreen 1984) stems from media effects research and is geared to the perception of information, attitude, and behav- ior of in

18、dividuals (Ruggiero 2000). It illuminates individ- uals’ involvement in mass media communications in terms of user experience and perspective. Consequently, the Uses and Gratifications approach examines individuals’ need

19、 gratifications regarding media use with relation to life cycles and corresponding changes in attitudes and needs. It has been widely published in a variety of scientific fields and applied to numerous phenomena includin

20、g Internet use, interactive advertising, innovation adoption, and paid online content adoption (Stafford et al. 2004) The Uses and Gratifications approach rests on the as- sumptions that differences in the costs of mass

21、media con- sumption occur between different audience members and that such differences correlate with other communication- relevant factors (Ruggiero 2000). It rests upon three main pillars, (1) beliefs and evaluations,

22、(2) need gratifications sought, and (3) need gratifications obtained. Beliefs and evaluations describe the subjective probability of individ- uals that a medium possesses distinct characteristics. In turn, the search for

23、 gratifications leading to media consumption is a result of beliefs. Finally, need gratifications obtained refers to the individual outcome of actual media consumption. The Uses and Gratifications approach is “exceedingl

24、y use- ful in explaining audience activity when individuals are most active in consciously making use of media for intended pur- poses” (Ruggiero 2000, 19). It differs from acceptance and use studies through modeling ind

25、ividuals as active IS users (Ruggiero 2000); the Uses and Gratifications approach reaches beyond individuals’ cognitive processes (Stafford et al. 2004). It typically clusters resulting basic need gratifications in extri

26、n- sic and intrinsic motivations (Ryan and Deci 2000).Extrinsic motivation “refers to doing something because it leads to a separable outcome” (Ryan and Deci 2000, 55). It denotes need gratifications such as personal int

27、egrative, social utility, and surveillance needs (Ruggiero 2000; Sangwan 2005; Song et al. 2004). In contrast, intrinsic motivation “is defined as the doing of an activity for its inherent satisfactions rather than for s

28、ome separable consequence” (Ryan and Deci 2000, 56). It refers to need gratifications such as affective, cognitive, personal identity, social integrative, and tension release/diversion needs (Wei and Lo 2006). Yet, the s

29、elective clustering of the basic need gratifications into categories according to extrinsic and intrinsic motivations does not hold when IS serves hedonic purposes. In the case of competitive virtual worlds, for instance

30、, individuals’ social integrative needs of belonging to a group in part refer to extrinsic need gratifications such as personal integrative needs or social utility needs (Jansz and Tanis 2007; Yee 2006). In turn, surveil

31、lance needs may constitute intrinsic need gratifications as they support the formation of a ‘virtual self’ (Cerulo 1997).Need gratifications in virtual worldsUses and Gratifications literature on the use of virtual world

32、s, especially on eSports, is rare. Yet, several sources (e.g., Mantymaki and Riemer 2011; Shin 2009; Zhou et al. 2010) examine the gratifications obtained through virtual worlds. In the case of competitive gaming, those

33、studies highlight ten need gratifications: five competitive ones (competition, achievement, challenge, reputation, and re- wards) geared towards prosperity through competition, and five hedonic ones (social relationship,

34、 escapism, self- fulfillment, fun, and virtual identity) relating to immersion and socialization (Sherry and Lucas 2003; Yee 2006). Concerning the competitive need gratifications, competi- tion defined as playing to comp

35、ete against others refers to head-to-head competition involving striving for power in open groups. It underlines individuals’ need for rapid ad- vancement through virtual worlds (Frostling-Henningsson 2009). Similar to o

36、rganizational contexts (Baer et al. 2010), competition therefore determines continuous use in compet- itive environments (Lucas and Sherry 2004; Sherry and Lucas 2003; Taylor 2006; Yee 2006). Achievement denotes the acco

37、mplishment of personal goals in the virtual. Similar to knowledge networks in orga- nizational contexts (Davenport and Prusak 1998), it harks back to the assumption that individuals’ contributions to virtual worlds today

38、 lead to a position within the community so that future requests for help are being met; new personal goals in the virtual become obtainable. In other words, sharing tips is “a potent means of attracting attention from g

39、amers” who appreciate “the tip provider’s skill and achieve- ment” (Frostling-Henningsson 2009, 559). In this vein, achievement driven by the search for quality information is1 Due to space constraints, we do not provide