To understand how esports viewers perceive endemic and non-endemic sponsors during an event.,The researchers employed a four-condition experiment. Participants were randomly assigned to watch a clip with one of four possible sponsors. After participants watched the stimuli, they responded to a questionnaire assessing their opinions of the sponsor in the clip they watched.,Generally, the more endemic a sponsor was, the more positive audience members had. Perceptions of credibility were also important to attitudes toward sponsors.,Esports is an emergent area where little empirical research has been published. This study is designed to expand upon research on sponsorships such that it explores audience perceptions of endemic versus non-endemic sponsors of esports events.

中文翻译：

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观众对电子竞技赛事的地方性和非地方性赞助者的反应

为了了解电竞观众在活动中如何看待地方性和非地方性赞助商，研究人员采用了四个条件的实验。参与者被随机分配与四个可能的赞助者之一一起观看剪辑。参与者观看刺激后，他们会在观看的剪辑中对问卷进行评估，以评估他们对赞助者的看法。通常，赞助者越流行，受众成员的积极性就越高。可信度对于对待赞助商的态度也很重要。电子竞技是一个新兴领域，很少有经验研究发表。本研究旨在扩展对赞助活动的研究，以探讨观众对电子竞技活动的地方性赞助人和非地方性赞助人的看法。