Nowadays, E-sports became a fast growing industry that have changed remarkably. E-sports is spread over the societies due to the dramatic environmental changes such as pervasiveness of the online trend. This paper investigated the role of the enjoyment, competence, perceived ease of use, perceived usefulness and satisfaction on continuance intention to adopt E-sports. A self-administrated questionnaire is developed using snowball sampling technique during January and February 2023 applying SPSS version 24 to test the current research hypotheses. The current paper revealed that enjoyment, perceived usefulness and satisfaction are positively affected continuance intention to adopt E-sports. However, the findings indicated that competence and perceived ease of use have insignificant effect of continuance intention toward E-sports. This study is considered as one of the few research conducted to analyze continuance intention toward E-sports. The current study introduce several contributions on the theoretical and practical levels that enhancing both marketing literature and decision makers in the domain of applications’ designers, programmers and E-sport exercises trainers. Finally, the limitations and future research are also presented in this research.
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