ScholarWorks@중앙대학교

초록

AbstractThe purpose of this study is to examine how the experience of participating in sports betting sites affects professional sports viewing. For the purpose of the study, an online survey was conducted by randomly selecting general adults, and as a result, a total of 101 raw data were obtained, which were verified by SPSS R Studio and SPSS 27 Version descriptive statistical analysis. The analysis was divided into two areas, sports betting and professional sports, and further subdivided into 14 areas to analyze the impact. The analysis of the sports betting area included four factors: participation, motivation to participate, duration of participation, and motivation not to participate, while the analysis of the professional sports area included 10 factors: importance, attractiveness, interest, participation, online viewing, loyalty, willingness to spend, game analysis, interest, and desire to watch. The analysis results of this study showed that the p-value of the participating group of sports betting is statistically significant as all p-values are less than 0.05 compared to the non-participating group, and it was found that sports betting purchase experience affects professional sports viewing behavior. In particular, differences in professional sports behavior between sports betting participants and non-participants were found and correlated with professional sports viewing behavior. It can be seen that the experience of participating in sports betting has an impact on professional sports viewing behavior and perception. Therefore, this study provides specific and detailed information on the consumption behavior characteristics of recent sports betting participants according to their level of participation and involvement, and it is significant for sports marketing practitioners to provide basic data for effective sports marketing.

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