The Role of Nostalgia-Evoking Stimuli in Perceived Value-in-Use in Customers of Esports LAN Gaming Centers

Purpose: This study aimed to explore how nostalgia-inducing stimuli, the authenticity of consumption benefits, and user engagement influence the perceived value among customers of electronic sports centers.Methodology: The research employed both applied and correlational methods. The target population consisted of all customers frequenting electronic sports centers in Tehran. A total of ۳۷۸ questionnaires were utilized for the statistical analysis. Data collection was conducted through a structured questionnaire. This questionnaire included the following sections: Nostalgic Stimuli Questionnaire adapted from Gu et al. (۲۰۲۱) This questionnaire had ۳ dimensions: design (۴ items), furniture (۳ items), and nostalgic game content (۳ items); Benefits of e-sports consumption questionnaire adapted from Gu et al. (۲۰۲۱) This questionnaire had ۳ dimensions: epistemic benefit (۳ items), emotional benefit (۵ items), and nostalgia benefit (۳ items); Brand authenticity questionnaire from Park et al. (۲۰۲۰) This questionnaire had ۳ items; Customer interaction questionnaire from Abbasi et al. (۲۰۲۳) This questionnaire had ۳ dimensions: cognitive (۵ items), affection (۴ items), and behavioral (۴ items); Customer perceived value questionnaire from Behnam et al. (۲۰۲۱) This questionnaire had ۳ dimensions: experience (۳ items), personalization (۴ items), and connection (۴ items). Initially, the data distribution was assessed using the Shapiro-Wilk test, and since the data exhibited a normal distribution, structural equation modeling was employed for analysis.Findings: The statistical analysis revealed that nostalgic stimuli have a significant impact on the consumption benefits associated with electronic sports. Additionally, these consumption benefits were found to enhance customer engagement and contribute to brand authenticity. Furthermore, the consumption benefits associated with nostalgia also positively influenced perceived value, while customer engagement had a similar effect on perceived value. However, brand authenticity did not significantly impact perceived customer value. The nostalgia-driven consumption benefits in Esports—including cognitive, emotional, and nostalgic advantages—were identified as factors that affect gamers' perceived value both directly and indirectly across cognitive, affective, and behavioral dimensions.Originality: This study examined nostalgia as a key predictor of customer-perceived value, mediating gamers’ engagement through direct interaction (e.g., purchase) or indirect interaction (e.g., community participation, co-production, word-of-mouth, and recruitment) in e-sports venues. They also examined the benefits of consuming nostalgia in e-sports (e.g., epistemic benefit, affective benefit, and nostalgia benefit) as factors that both directly and indirectly influence gamers’ perceived value (e.g., cognitive, affective, and behavioral dimensions). The results underscore the significance of gamers' perceptions of nostalgia and its influence on their consumption behaviors. Additionally, we employed the PLS approach to quantitatively assess consumer nostalgia as a reflexive model, thereby advancing methodological approaches within the field of Esports.

کلیدواژه ها:

Cognitive Benefit ، Epistemic Benefit ، Longing Benefit ، Nostalgia-Seeking Benefit ، User Experience