IPA분석을 활용한 항저우아시안게임 e스포츠 방송중계 해설자/캐스터의 공신력 연구 = IPA of the Source Credibility of eSports Broadcast Commentators/ Casters at the Hangzhou Asian Games

다국어 초록 (Multilingual Abstract)

Purpose: This study aims to evaluate the credibility factors of eSports broadcast commentators and casters using Importance-Performance Analysis (IPA). It seeks to develop strategies that better meet viewer expectations and needs.
Method: A total of 170 valid questionnaires were analyzed using the SPSS 25.0 statistical software as follows: First, a frequency analysis was conducted to examine the demographic characteristics of the study participants. Second, exploratory factor analysis was carried out to validate the construct validity of the questionnaire, and reliability testing was performed using Cronbach’s α coefficient for the extracted factors.
Third, a paired-sample t-test was used to analyze the differences between the importance and satisfaction of the social credibility of eSports broadcasting. Finally, the IPA technique was utilized to present the final IPA Matrix Results: The results of the IPA analysis revealed that Quadrant I represents the area for maintenance and enhancement, including factors such as the commentator’s pre-broadcast preparation, accurate analysis skills, broadcasting experience, language proficiency, quick thinking, sociability, ad-libbing, a sense of humor, and cheerfulness. For casters, this quadrant included pre-broadcast preparation, qualifications, quick thinking, and sense of humor. Quadrant II, the focus on investment and improvement, included the item on the commentator’s qualifications, and for casters, it included accurate analysis skills, broadcasting experience, language proficiency, and ad-libbing. Quadrant III, the low-priority area, encompassed the commentator’s charisma, honesty, accessibility, humility, seriousness, and boldness, and for casters, it included charisma, humility, seriousness, and boldness. Lastly, Quadrant IV, the area for excessive effort, included the caster’s honesty, accessibility, sociability, and cheerfulness. Conclusion: In the future, it is considered necessary to strive to provide dynamism that satisfies viewers with expertise and witty commentary for source credible commentary on eSports broadcast by commentators and casters. It is also deemed essential to enhance the capabilities of commentators and casters in a more reliable manner for broadcasting.