유튜브 골프채널 구독자 특성에 따른 구독동기의 귀납적 차이 분석

초록

[Purpose] The purpose of this study is to find out the difference in subscription motivation according to the characteristics of YouTube golf channel subscribers. [Method] To achieve this goal, golfers subscribed to YouTube golf channels were set as a population, and a total of 262 survey data were used for analysis. The data analysis was conducted using the SPSS 23.0 program, and the following conclusions were drawn. [Result] First, the YouTube golf channel decides to subscribe based on content quality, creator attraction, information seeking, proxy satisfaction, mutual exchange, and viewing convenience. Second, as for the difference in subscription motivation according to the usage time, the more the usage time is, the more important the information seeking is, but the less the usage time, the more important the content quality. Third, as for the difference in subscription motivation according to age, it was found that all groups with low age and high level thought that content quality, information seeking, and creator attraction were important in order, but the higher the age, the more important the agency satisfaction was. [Conclusion] Through the results of this study, attention should be paid to the development of differentiated golf contents to attract more viewers, and various marketing methods should be considered for effective golf brand marketing through YouTube.

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