Author(s): WU, Y.F., Institution: MING CHI UNIVERSITY OF TECHNOLOGY, Country: TAIWAN, Abstract-ID: 401

Introduction
In recent years the popularity of esport participation has changed the way people live. With this popularity of eSport it is important to acknowledge the behaviors of eSport fans. To sustain esport fan behavior, marketing psychology is an important topic that needs to be addressed. esport fans have multiple experiences such as overlapping behavior, feelings and thoughts. To understand this phenomenon, this study will adopt social identity theory and organismic integration theory.
Methods
Purposive sampling was administered to deliver questionnaires to eSport fans that attend eSport exhibitions. The Google online questionnaire recruited 300 esport fans and after deletion of invalid data 206 were analyzed. Item analysis and convergent validity analysis was conducted using Amos. Reliability and construct validity was analyzed with SPSS 23. The purpose of this study was to investigate the relationship of extrinsic motivation, esport fandom and impulsive buying behavior of esport fans using confirmatory factor analysis (CFA) with structural equation modeling (SEM). Results
The results showed that most of the esport fans that attended the esport exhibition were males, accounting for 167 (81.1)% and females accounting for 39 (18.9)%;the age of the participants who participated in this study were between 20 to 66 years old. The results showed that identified regulation is positively relevant to esport fandom; integrated regulation is positively relevant to esport fandom; identified regulation is positively relevant to impulsive buying behavior; integrated regulation is positively relevant to impulsive buying behavior; eSport fandom is positively related to impulsive buying behavior. Discussion
The findings in this study found that organismic integration theory (OIT) and social identity theory can explain consumer regulatory styles for different forms of motivation and that greater levels of identified and integrated regulation can be affected when an individual is provided with external recognition and internal choices through contextual support. For example, if an individual identified that eSport supports their psychological needs, then they will attend more eSport events and engage in impulse buying of eSport peripherals. Therefore, these findings suggest that antecedents of eSport fandom may be affected by individuals identifying and integrating regulation reflected in their impulsive buying behavior of purchasing eSport peripheral products.