프로 스포츠구단 유튜브 품질, 팀동일시, 대리만족이 직접 관람의도에 미치는 영향

초록

This study empirically examined the effects of the quality of YouTube operated by professional sports clubs on viewing attitude and viewing satisfaction, that lead to intentions of onsite watching. Among the quality of YouTube, shareability, accuracy, and vividness had a positive (+) effect on viewing attitude, while recency and vividness had a positive (+) effect on viewing satisfaction. Furthermore, viewing attitude and viewing satisfaction had a positive (+) effect on onsite watching intention. As a result of the moderating effect analysis, the effect of viewing attitude on viewing satisfaction was significantly larger in the group with high team identification compared to the group with low team identification. This study has not only theoretical implications that provide additional explanations on sports fans’ decision-makings, but also practical implications that suggest effective marketing strategies to attract more spectators to ballparks or stadiums.

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