스포츠 예능 콘텐츠 특성이 시청만족도와 스포츠 소비행동의도에 미치는 영향에 관한 연구: <최강야구>를 중심으로

초록

The popularity of sports entertainment programs has been rapidly increasing in recent years. In response, this study aimed to examine which characteristics of sports entertainment content contribute to viewing effects. Focusing on the program “A Clean Sweep”, the study investigated the influence of specific content characteristics—authenticity, expertise, attractiveness, identification, uncertainty of outcome, reality, and novelty—on viewer satisfaction and intention to engage in sports-related consumption. Results showed that all characteristics except expertise had a positive impact on viewer satisfaction. In terms of behavioral intention, identification, attractiveness, uncertainty of outcome, and novelty were found to have significant positive effects. Furthermore, viewer satisfaction played a mediating role in the relationship between these content characteristics and sports consumption intention, confirming that viewer satisfaction serves as a key driver in encouraging consumption related to sports entertainment content. These findings suggest that emotional and psychological characteristics of sports entertainment content significantly influence viewer satisfaction and consumption behavior. This study is expected to provide practical implications and empirical insights for producers seeking to develop effective planning and strategies for sports entertainment content.consumption related to sports entertainment content. These findings suggest that emotional and psychological characteristics of sports entertainment content significantly influence viewer satisfaction and consumption behavior. This study is expected to provide practical implications and empirical insights for producers seeking to develop effective planning and strategies for sports entertainment content.

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