AN ANALYSIS OF THE RELATIONSHIP BETWEEN DIGITAL ENGAGEMENT, PERCEIVED VALUE, AND ENGAGEMENT EXPERIENCE INFLUENCING BEHAVIORAL INTENTION TO PARTICIPATE IN E-SPORTS ACTIVITIES AMONG GENERATION Z STUDENTS AT SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

The rapid growth of e-sports has revolutionized the sports and entertainment industry, particularly among Generation Z, who frequently interact with digital platforms. This study investigates the relationships between Digital Engagement, Perceived Value, Engagement Experience, and Behavioral Intention among Generation Z students at Suan Sunandha Rajabhat University. Using a Structural Equation Model (SEM) approach, this research examines how digital engagement and perceived value influence engagement experience and behavioral intention. The findings reveal that Engagement Experience and Perceived Value are critical factors in driving behavioral intention, while digital engagement significantly impacts engagement experience, highlighting its mediating role. The study employed a quantitative methodology, collecting data from a purposive sample of Generation Z students through an online questionnaire. Statistical analyses, including descriptive statistics and PLS-SEM, were conducted to evaluate the measurement and structural models. Results indicate that all paths in the model are statistically significant (P-value < 0.05), with R² values of 0.746 and 0.650 for engagement experience and behavioral intention, respectively. Additionally, the model demonstrates excellent predictive relevance (Q² > 0.35) and good model fit indices (SRMR = 0.078). These findings underscore the importance of fostering positive engagement experiences and perceived value to enhance behavioral intention in e-sports. The study provides actionable insights for educational institutions and e-sports organizers to design effective digital strategies that resonate with Generation Z. Future research should explore additional factors such as social influence or gamification and expand the study to include diverse demographic groups for a broader understanding of e-sports engagement.