의미분별척도를 사용한 대학생의 e-스포츠 이미지 분석

초록

This study aims to investigate university students' perceptions of e-sports images using the Semantic Differential Scale and analyze gender-based differences. Data were collected from 136 university students enrolled at a university in the Chungnam region through systematic stratified cluster random sampling. The research instrument included 41 pairs of adjectives representing e-sports images, which were used for factor analysis to identify key dimensions of e-sports images. The analysis revealed that e-sports images could be categorized into three primary factors: "Experience," "Characteristic," and "Emotion." Among these, a significant gender difference was observed in the "Experience" factor, with female students perceiving e-sports more negatively than male students. Additionally, t-test results indicated that male students tended to view e-sports as a more active and positive activity compared to female students, suggesting that different experiences and emotions shape e-sports acceptance across genders during its cultural integration process. Furthermore, the positive experience factor of e-sports is perceived differently by gender, indicating that e-sports has established itself as a sociocultural phenomenon beyond traditional gaming. The findings highlight the importance of understanding the diverse images of e-sports as a leisure sport and suggest the need for further research on the impact of gender and other demographic factors on e-sports perceptions.

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