http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
프로스포츠 구단의 유튜브 콘텐츠 속성이 구단 이미지 및 관람 의도에 미치는 영향: 이용자 반응행동의 조절 효과
나청우 ( Chungwoo Na ),김태중 ( Taejung Kim ),박상현 ( Sanghyun Park ) 한국체육대학교 체육과학연구소 2023 스포츠사이언스 Vol.41 No.3
The main purpose of this study was to find out the effect of professional sports team’s YouTube content attributes on the team image and viewing intention. In addition, the discriminatory effect of users’ responses on the relationship among YouTube content attributes, club image and viewing intention was identified. A sample of 203 people was selected through the convenience sampling method, and data were collected through an online survey. The results of the study are as follows. First, professional sports team’s YouTube content attributes had a positive effect on team’s image. Second, professional sports team’s YouTube content attributes had a positive effect on viewing intention. Third, team’s image had a positive effect on viewing intention. Fourth, in the relationship between professional sports team’s YouTube content attributes and the team image, user response behavior played a role as a moderated variable. Fifth, user response behavior did not have a moderating effect in the relationship between professional sports team’s YouTube content attributes and viewing intention.