여자 프로배구 구단 유튜브 콘텐츠 품질이 팬들의 팀 동일시, 대리만족, 경기관람의도에 미치는 영향

초록

The purpose of this study is to verify how the Youtube content quality of women’s professional volleyball teams influences team identification, vicarious satisfaction and intention of game watching of fans. An online questionnaire survey was conducted with volleyball fans who signed up for official Youtube channels of six women’s professional volleyball teams, and therefore 574 copies were collected as data. Among them, eighteen questionnaires were excluded due to inappropriateness. There were 556 usable valid sample. These collected data were analyzed with using SPSS 26.0, Frequency Analysis, Confirmatory Factor Analysis, Reliability Analysis and Correlation Analysis were performed, and using AMOS 26.0, Path Anaysis is performed. The results are as follows: First, Youtube content quality was positively influential on team identification. Second, Youtube content quality was positively influential on vicarious satisfaction. Third, Youtube content quality positively influenced intention of game watching. Fourth, team identification positively influenced intention of game watching. Fifth, vicarious satisfaction negatively influenced intention of game watching. The results of this study provide implications for the need to continuously use the untact marketing of professional volleyball teams as a marketing tool, and the teams should develop various YouTube contents through specific plans to maximize untact marketing effects.

키워드