유튜브 골프채널 구독동기 구성개념 탐색

초록

The main purpose of this study is to explore the factors that determine subscription among golf contents currently being watched for subscribers who subscribe to YouTube golf channels. In order to achieve the purpose of the study, an open survey was conducted on 286 subscribers who subscribed to the golf channel, and secondly, focus group interviews were conducted. Specifically, the interviewees were subscribers who continuously subscribed to YouTube golf channels for more than one year and subscribed to three or more channels at the same time, divided into three groups: five in a group of more than one year, four in a group of more than five years, and five in a group of more than 10 years. Inductive analysis was conducted on the collected data, and based on the derived data, topics were categorized into three areas (small, medium, and large categories) according to similarity and the frequency of each area was calculated. As a result of the analysis, a total of 676 original data were found, and based on the original data, it was categorized into 26 major categories and 6 factors. The motivational factors for subscribing to YouTube golf channels were content quality, creator attractiveness, information pursuit, vicarious satisfaction, mutual exchange, and viewing convenience. This study studied the motivation for subscribing to golf channels related to sports that have not yet been actively studied. Based on the results of this study, it is expected to contribute to the development of the golf industry using YouTube, and it will be possible to provide basic data for effective marketing strategies of golf companies by developing various and differentiated golf contents necessary for the 4th industrial era.

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