스포츠정보탐색 모형 검증

초록

The purpose of this thesis is to separately provide with information search model by implementing situational approaching method, as to the common line of consumers’ behavior with sports information and the use of the mass media in sports. A survey was conducted, with 833 samples, in order to verify the research model and the research hypothesis.A profiling of the research objectives and verifying sports information search model have been made by making use of structural equation model(SEM). the conclusion as follows. In order to induce reinforced behaviors in terms of sports, keeping a proper utilization level and reinforcing the experience of the flow. Throughout the research conclusion that the grouping according to background variations of psychographics affects the overall research result and a proper strategy according to the individual objective should be established even when the comprehensive model is used.

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