프로축구 스타선수 속성이 팬의 경기몰입과 관람만족도에 미치는 영향

초록

This research aims to investigate the effect of professional soccer star player attributes on fans' game immersion and viewing satisfaction. The subjects of the research were selected for fans who watched the K League All-Star Game held on July 13, 2022, and a total of 250 questionnaires were collected, of which 224 copies were used for actual analysis, excluding 26 copies of unreliable data due to insincere or omission of responses. Frequency analysis, exploratory factor analysis, and Cronbach's α coefficient were calculated, and correlation analysis, multiple regression analysis, and simple regression analysis were performed using the SPSS25.0 program. The results of this research are as follows. First, as a result of analyzing the effect of star player attributes on game commitment. It was found that physical attractiveness and athletic performance image among the sub-factors of star player attributes had a significant effect on game commitment, and performance did not significantly affect game commitment. Second, as a result of analyzing the effect of star player attributes on viewing satisfaction. It was found that among the sub-factors of star player attributes, physical attractiveness and athletic performance significantly affected viewing satisfaction, and performance did not significantly affect viewing satisfaction. Third, it was found that economic immersion had a significant effect on viewing satisfaction.

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