The core purpose of this research was to study the impacts of Sponsorship Antecedent Factors on eSports Sponsorship outcomes by using Structural Equation Modeling (SEM). The sample population was chosen from audiences of eSport in Thailand and the questionnaires were distributed to 385 respondents. The Statistical treatment of this study is based upon the statistical techniques such as frequency and percentage, means, and standard deviation, and SEM. The results showed that the conceptual model aligns with the empirical data (CMIN/df = 2.521, GFI = 0.882, NFI = 0.905, RFI = 0.889, IFI = 0.940, TLI = 0.930, CFI = 0.940 and RMSEA = 0.063). The findings of this research indicated that the Sponsorship Antecedent Factors had a direct impact on eWom at significance level 0.05 and 0.01. Furthermore, the outcome showed that eWom has direct impact on eSports Sponsorship outcomes at significance level 0.01

Credit : พาโชค เลิศอัศวภัทร // สวัสดิ์ วรรณรัตน์

https://so05.tci-thaijo.org/index.php/irdssru/article/view/233380