프로야구 유튜브 품질이 재시청의도와 직접관람의도에 미치는 영향과 팀동일시의 조절효과

초록

The purpose of this study is to explore the effect of YouTube quality of professional baseball teams on flow, surrogate satisfaction, re-watching and onsite watching intentions. A total of 303 valid responses were analyzed. The novelty and vividness of YouTube quality had positive effects on flow, surrogate satisfaction, re-watching intention, and onsite watching intention. In the group with high team identification, the effects of surrogate satisfaction on re-viewing and onsite watching intentions were higher. This study has academic value in that it confirmed the effects of YouTube's quality on both of re-watching and onsite watching intentions. Also, the moderating effects of team identification were confirmed through ANOVA. The findings of this study suggest marketing strategies to increase onsite watching intentions via YouTube quality improvement during the “with Corona” period

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