Disentangling the Motivational Pathways of Recreational Esports Gamblers: A Laddering Study

Document Title

Disentangling the Motivational Pathways of Recreational Esports Gamblers: A Laddering Study

Document Information

• Subject Area: Human-Computer Interaction (HCI), Esports, Gambling Behavior
• Keywords: Esports, Gambling, Means-End Chain Theory, Laddering Interviews, Motivation, Values, Design
• Publication Date and Conference/Journal: CHI Conference on Human Factors in Computing Systems (CHI ’21), May 08–13, 2021, Yokohama, Japan
• DOI: 10.1145/3411764.3445287

Research Background and Problem

• Research Questions or Challenges:

  • The integration of esports entertainment and gambling behavior is increasingly evident, but there is a lack of relevant research and theoretical frameworks to support it, especially regarding the exploration of user motivation.
  • Current studies predominantly focus on quantitative approaches, lacking in-depth theoretical support, making it difficult to comprehensively explain the appeal of esports gambling.
  • The "Why" aspect of the problem (i.e., why users engage in esports gambling) is particularly underexplored in empirical research.

• Significance:

  • Esports gambling combines betting and digital interaction, creating new intersections for HCI research.
  • Exploring this topic helps deepen the understanding of user behavior and promotes more rational design practices, providing data support for policymaking and industry standards.

• Motivation and Related Work:

  • The authors aim to supplement existing theoretical understanding of esports gambling user motivation through a qualitative approach based on Means-End Chain theory.
  • Using the "5W1H" framework (i.e., What, Why, When, Where, Who, How), the study explores the connections between platform attributes, values, and user motivations from the perspective of gamblers.

Solution

• Research Methods:

  • Utilizing Means-End Chain theory to clarify the relationships between attributes (platform features), consequences (user motivations), and user values (three-layer chain) in esports gambling.
  • Conducting semi-structured laddering interviews with 13 young, male, recreational esports gamblers who bet using real money or virtual skins on gambling platforms.
  • Developing a conceptual model to explain gamblers' motivations through behavioral chain analysis and creating a Hierarchical Value Map (HVM).

• Innovation:

  • Combining theoretical frameworks from HCI and behavioral science, offering a rare interdisciplinary solution in the esports domain.
  • Creating detailed motivational pathways that elucidate the connections between user experience and intrinsic/extrinsic motivations.
  • Introducing a "platform-human interaction" dimension, highlighting the dual influence of functional and psychological factors on gambling motivations.

• Implementation Steps and Key Techniques:

  • Data Collection: Recruiting participants from Facebook, Reddit communities, and an online questionnaire, followed by individual in-depth interviews.
  • Data Analysis: Using NVivo software for qualitative data classification and analysis, and Ladderux software to generate value chains and hierarchical maps.
  • Framework Support: Applying Schwartz's Theory of Basic Human Values to distinguish abstract psychosocial consequences (e.g., motivations) from core values.

Research Results

• Main Findings:

  • Identified six core values: security, stimulation, achievement, self-esteem, social esteem, and pleasure.
  • Summarized four major motivational themes:
    1. Safe Haven in Gambling: Ensuring personal safety and asset stability, with users preferring more legal or trusted platforms.
    2. Convenience and Efficiency: Intuitive and efficient platforms attract users.
    3. Expression of Achievement and Self-Esteem: Gaining a sense of achievement and social recognition in games through profits or showcasing skins.
    4. Seeking Stimulation: The excitement of betting stems from learning skills and indirectly related knowledge enhancement through games.
  • Users recognize that favorable platform attributes (e.g., clear interfaces or community trust) can act as key triggers for initiating gambling.

• Advantages Compared to Existing Solutions:

  • Addresses the complex dynamic relationships between intrinsic and extrinsic user motivations, surpassing previous studies that primarily quantified motivations and gambling behavior patterns.
  • Provides systematic theoretical support and qualitative empirical evidence, better suited for designing responsible gambling features or prevention mechanisms in the future.

• Experimental Results:

  • On average, each respondent provided 8.77 motivational pathway chains related to their behavior, revealing complex connections between users' betting choices and broader psychological values.
  • Most users exhibited strong preferences for "security" and "stimulation."

• Limitations and Future Directions:

  • Sample Limitations: Predominantly focused on Belgian male users aged 18-34, lacking data from diverse gender, nationality, and cultural backgrounds.
  • Insufficient Type Comparison: The study primarily targeted real-money websites, with limited specific analysis of skin gambling.
  • Suggests developing more universally applicable quantitative motivation scales to deepen understanding of gambling behavior differences across groups.
  • Scenario Expansion: Further exploration is needed on user behavior changes across time, location, and regulatory intersections.