골프 동영상 콘텐츠품질과 즐거움, 만족, 행동의도 간 관계검증

초록

[Purpose] The purpose of this study is to analyze the effect of golf video content quality on pleasure, satisfaction, and behavioral intention. [Method] An online questionnaire was conducted to verify hypotheses and research models, and a total of 288 copies were used for data analysis. Data processing was accomplished by conducting path analysis using AMOS 26.0, and the following results were derived. [Result] First, it was found that the higher the quality of golf video content was evaluated, the more significant influence was on the enjoyment. Second, it was found that the higher the quality of golf video content was evaluated, the more significant an effect on satisfaction was. Fourth, the enjoyment of using golf video contents had a significant effect on behavioral intention. Fifth, it was found that satisfaction with golf video contents had a significant effect on golf-related behavior intention. [Conclusion] Efforts to meet the expectations of users of golf video content and pursuing a fun factor that penetrates through the genre will contribute to the spread of the golf population and creation of added value.

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