스포테인먼트의 시청동기와 시청태도, 시청만족 및 미래행동의도 간의 구조적 관계 = The Structural Relationship between Viewing Motivation, Viewing Attitude, Viewers' Satisfaction and Future Behavior Intention for Sportainment Viewers

다국어 초록 (Multilingual Abstract)

The purpose of the study is to identify the structural relationship between viewing motivation, viewing attitude, viewers' satisfaction and future behavior intention for sportainment viewers which has recently become popular keyword these days and to provide implications to sportainment producers and sports-related organizations and to give basic data for future sportainment production and expansion the base life sports.
This study chose viewers who have watched sportainment programs. Online survey were used for data collection in which 345 samples were used for data analysis. Using the SPSS 24.0 and AMOS 24.0 version, this study performed frequency anaylsis, confirmatory factor analysis, reliability analysis, correlation analysis, descriptive statistics analysis, structural equation model and intervening effect verification.
First, the viewing motivation of sportainment had positive effect on the viewing attitude. Second, the viewing intention of sportatinment had positive effect on the viewers' satisfaction. Third, the viewing attitude of sportatinment had positive effect on the viewers' satisfaction. Fourth, the viewers' satisfaction of sportatinment had positive effect on the future behavior intention. Fifth, the mediated model was partially accepted for the viewing attitude between the viewing motivation and viewers' satisfation of the sportainment.