Dataset for dissertation - Yue Xi (u1975213)

This dataset is for archiving the questionnaire data in the dissertation "An investigation into how Young Consumers’ Purchasing Intentions can be Affected by Sponsorship in eSports Tournaments – Taking the 2020 League of Legends World Championship as an Example". This research looked at the relationship between consumers’ purchase intention and sponsorship in eSports games. The purpose of conducting such research is demonstrated in the first section, followed by huge amount of secondary research. Literature related to the theories of sponsorship, hierarchy of effects were reviewed. During the literature review, three previous sponsorship effects models were found and modified into the conceptual model that this research was aimed to test. The data analysis chapter illustrated the outcome of the research with the help of SPSS.