Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping

Abstract

Purpose

Despite the negative effects of toxicity on various aspects of esports communities, gamers continue to enthusiastically show their pride and engage with the game. Based on the stress and coping theory, the current study aims to shed light on how esports gamers cope with toxicity to develop toxicity tolerance by the mediation effect of positive reappraisal coping strategy.

Design/methodology/approach

A total of 456 gamers were included in the analysis. Structural equation modeling was performed to evaluate the hypothesized model. Gender differences in the toxicity-coping process were investigated using multi-group analysis.

Findings

The findings revealed the full mediation effect of positive reappraisal on the relationship between toxicity and toxicity tolerance, especially for male gamers. The empirical evidence of this study contributes to theorizing the transformative role of positive reappraisal in developing positive consumption outcomes when esports gamers experience toxicity in the game. The multi-group analysis provided further insights into differentiating the applicability and effectiveness of positive reappraisal based on gender.

Originality/value

The findings contributed to sport management and communication literature by allowing researchers and practitioners to move beyond a preventive coping mindset by facilitating a positive coping environment that encourages gamers to interpret the conversation and messages in a more positive manner.

Citation

Chang, K., Uhm, J.-P., Kim, S. and Lee, H.-W. (2023), "Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping", International Journal of Sports Marketing and Sponsorship, Vol. 24 No. 4, pp. 737-752. https://doi.org/10.1108/IJSMS-11-2022-0197