스포츠 팬의 소셜 라이브 스트리밍 이용 동기가 몰입도 및 시청 만족도에 미치는 영향: 스포츠 방송 진행자(BJ) 속성의 조절효과와 매개된 조절효과를 중심으로 (The Influence of Sports Fans' Social Live Streaming Usage Motivations on Flow and Viewing Satisfaction: Focusing on the Moderating and Mediated Moderating Effects of Sports Broadcaster Jockey (BJ) Att)

서지정보

· 발행기관 : 한국체육과학회
· 수록지 정보 : 한국체육과학회지 / 34권 / 2호 / 334 ~ 357페이지
· 저자명 : 양홍위

초록

This study aims to explore the relationship between motivations for using and satisfaction with sports social live streaming broadcasts based on the Uses and Gratifications Theory. It also examines the mediating effect of flow and the mediated moderating effects of sports BJs' characteristics (including sports knowledge, humor, voice, appearance, and relationship-building efforts). An online survey was conducted with 413 users of social live streaming platforms, and data analysis was performed using AMOS and SPSS PROCESS. The findings are as follows: First, cognitive, emotional, personal integrative, and social integrative motivational needs all had direct and positive effects on viewing satisfaction.
Second, flow fully mediated the relationship between entertainment motivation and viewing satisfaction, while cognitive, emotional, personal integrative, and social integrative motivational needs partially mediated their respective relationships with viewing satisfaction. Third, the key attributes of sports BJs moderated both the relationship between motivation and viewing satisfaction and the mediating effect of flow. This study provides practical implications for sports media content production and marketing strategies by revealing how sports BJs' characteristics influence the engagement and satisfaction of viewers with varying motivations for using social live streaming broadcasts.

영어초록

This study aims to explore the relationship between motivations for using and satisfaction with sports social live streaming broadcasts based on the Uses and Gratifications Theory. It also examines the mediating effect of flow and the mediated moderating effects of sports BJs' characteristics (including sports knowledge, humor, voice, appearance, and relationship-building efforts). An online survey was conducted with 413 users of social live streaming platforms, and data analysis was performed using AMOS and SPSS PROCESS. The findings are as follows: First, cognitive, emotional, personal integrative, and social integrative motivational needs all had direct and positive effects on viewing satisfaction.
Second, flow fully mediated the relationship between entertainment motivation and viewing satisfaction, while cognitive, emotional, personal integrative, and social integrative motivational needs partially mediated their respective relationships with viewing satisfaction. Third, the key attributes of sports BJs moderated both the relationship between motivation and viewing satisfaction and the mediating effect of flow. This study provides practical implications for sports media content production and marketing strategies by revealing how sports BJs' characteristics influence the engagement and satisfaction of viewers with varying motivations for using social live streaming broadcasts.

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