PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/PBES.v9i9.15632ArticleResearch on the Influencing Factors of Esports Spectator Tourism Consumers’ Consumption Intention under the Theory of Perceived Valuehttps://artdesignp.com/journal/PBES/9/9/10.26689/PBES.v9i9.15632LiuXiaochen,LiXudong2026992026-09-30As esports has become an official competition event of the Asian Games and gradually integrated into mainstream culture, esports spectator tourism, as an emerging form of cultural-tourism integration, has developed rapidly. To explore the influence mechanism of consumers’ perceived value on consumption intention in this context, this study, based on the theory of perceived value, takes social value, emotional value, functional value, fee acceptability, and perceived risk as antecedent variables, constructs an integrated model of “antecedent variables–perceived value–consumption intention,” and proposes 16 research hypotheses. On-site spectators at the Three Gorges Bay Esports Arena in Zhongxian, Chongqing, and online esports community consumers were selected as subjects; 230 valid questionnaires were collected, and empirical analysis was conducted using descriptive statistics, reliability and validity tests, correlation analysis, multiple regression, and Bootstrap mediation tests. The results show that emotional value and functional value significantly and positively affect consumption intention; fee acceptability significantly and positively affects perceived value and consumption intention; perceived value significantly and positively affects consumption intention and plays a partial mediating role between each antecedent variable and consumption intention; the direct effect of social value on consumption intention is not significant, and its influence is mainly transmitted indirectly through perceived value; the effects of functional value on perceived value and of perceived risk on perceived value and consumption intention do not reach a significant level or are inconsistent with the expected direction, and this study provides a dedicated analysis of these findings. The conclusions provide empirical evidence for esports venue operators to optimize spectator experience, conduct community operations, and manage pricing communication.Perceived value, Esports spectator tourism, Consumption intention, Mediating effect, Sports tourism

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