[雙語(yǔ)翻譯]--游戲外文翻譯--虛擬世界競(jìng)爭(zhēng)激烈背景下的電子競(jìng)技消費(fèi)需求分析（節(jié)選）

1、1900 單詞， 單詞，11500 英文字符， 英文字符，3500 漢字 漢字出處： 出處：Weiss T, Schiele S. Virtual worlds in competitive contexts: Analyzing eSports consumer needs[J]. Electronic Markets, 2013, 23(4):307-316. Virtual worlds in competitive conte

2、xts: Analyzing eSportsconsumer needsThomas Weiss we illuminate competitive and hedonic need gratifications of continuous eSports use. We apply Uses and Gratifications theory reporting on ten in-depth expert interviews

3、 as well as survey data collected from 360 eSports players. We reveal that both competitive (competition and challenge) and hedonic need gratifications (escapism) drive continuous eSports use. Keywords：Virtual worlds;

4、eSports; Uses and gratifications IntroductionVirtual worlds are persistent and non-persistent “graphical immersive environments that support a host of activities ranging from social interaction (...) to action-oriented

5、 gaming (...) [They] are multi-modal platforms that feature rich graphics, 3D rendering, high-fidelity audio and video, motion and interactivity” (Schultze 2010, 434). Especially in leisure settings, such virtual world

6、s reveal social interaction and learning functionalities (Petrakou 2010); they are said to foster social computing (Messinger et al. 2009).The literature on virtual worlds mainly stems from engineering and psychology.

7、 It predominately highlights the technological prerequisites and challenges of virtual worlds (Zhao 2011) or the effects of virtual world consumption (Fischer et al. 2007). The few studies focussing on the use of virtu

8、al worlds have developed within two broad themes.The first theme is user acceptance. Empirical studies of virtual world acceptance examine psychological processes of individuals forming the intention to use virtual wo

9、rlds and virtual world communities (Fetscherin and Lattemann 2008); they identify previously unexplored antecedents regarding IT acceptance (e.g., role projection, emotional involvement) in both entertainment-oriented

10、(e.g., Holsapple and Wu 2007) and more work- or learning-oriented environments (e.g., Fetscherin and Lattemann 2008; Holsapple and Wu 2007). Such works highlight individuals to position themselves within virtual teams

11、and thus within the competitive virtual worlds of eSports. In turn, the finding regarding competition also supposes that the degree of competition determines the fight over places within virtual teams for which actual

12、 eSports use is required. Consequently, as much as competitive virtual worlds use causes competition, competition leads to competitive virtual worlds. The importance of challenge partly reflects the literature; while c

13、hallenge has been identified as a predictor of competitive offline gaming use, it revealed no influence on the time spent playing in Jansz and Tanis’ study on competitive virtual worlds. Possibly, this mixed result is

14、 due to the definition of challenge. In contrast to Mäyrä, for instance, who stresses challenges arising from new directions in the virtual, or Jansz and Tanis, who define challenge as “to master the game”,

15、challenge as defined within this study highlights the sportive connotation of eSports. Since competitive virtual worlds are single-level video and computer games, we assume that challenging oneself is less about self-a

16、ffirmation through mastering the virtual but about the striving for fame within competitive virtual worlds communities. Similar to Chen et al, and Yee, we find escapism positively affecting eSports use. However, one m

17、ay argue whether escapism in the context of competitive virtual worlds belongs to hedonic need gratifications. Different from collaborative virtual worlds environments, escapism in eSports is not about the social expe

18、rience of slipping into avatars’ roles and becoming the virtual ‘other’ individuals would like to be; as a competitive activity, eSports gives individuals only very limited room “to express themselves in ways they may

19、not feel comfortable doing in real life because of their appearance, gender, sexuality, and/or age”. Rather, escapism is about gathering the capabilities of highly skilled avatars while immersing into the competitive

20、virtual world in order to gain competitive advantage, which is an instrument that leads to power in the virtual. Consequently, individuals expose their true self through the way they behave in competitive virtual worl

21、ds acting as their virtual-self. It is worth noting that social relationship is insignificant within our multiple regression analysis. This is in contrast to prior literature on collaborative virtual worlds, acceptance

22、 and use, and Uses and Gratifications. The often-pronounced social relationship and teamwork functionality of collaborative virtual worlds, which possesses a significantly higher value to professional and amateur eSpor

23、ts players than to non-players, seems to fade. Possibly, this is due to the characteristics of competitive virtual worlds. In collaborative virtual worlds, for instance, social interaction appears to be a consequence

24、of virtual worlds characteristics contributing to individuals’ perceived enjoyment; individuals choose to state their preference for certain characteristics based upon choice of game genre and title Hence, it has to b