프로여자배구 유튜브 시청동기에 따른 지속시청이 선수이미지 및 경기관람의사에 미치는 영향

초록

This study examines the relationship between persistent viewing, player image, and game viewing doctors to find ways to promote sports marketing and crowd inflow of professional women's volleyball clubs, and the results after collecting questions through SPSS 26.0 version are as follows. First, it was found that YouTube viewing motivation had an effect on continuous viewing. Second, YouTube persistent viewing was found to have an influence on all player images, and third, it was found that all factors of persistent viewing affect the recommendation and sharing of game doctors, but only the continuous value factor affects the viewing value. Fourth, among the factors of the player's image, only professionalism and reliability influence the variables of the intention to watch the game, and attractiveness did not have a significant effect. With this study, marketers such as KOVO and clubs are expected to play a pivotal role by further developing professional women's volleyball in the professional sports market if they set the direction that subscribers want and seek to lead marketing around what content.

키워드