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초록
The purpose of this study is to identify the quality and trust of sports YouTube broadcasting and the structural relationship with re-viewing intentions of online communication through online media. Between October and December 2020, 300 adults with experience watching sports YouTube broadcasting were set up as sample groups and surveyed. The collected data were analyzed using SPSS 21.0ver and AMOS 18.0ver as follows: First, the quality of sports YouTube broadcasting has a static effect on trust. Second, the quality of sports YouTube broadcasting has a static effect on the intention of re-viewing. Third, trust has been shown to have a static effect on the intention of re-examination.
키워드
Sports Youtube; Broadcasting Quality; Trust; Intention of Rewatching; 스포츠유튜브; 방송품질; 신뢰; 재 시청의도
- 제목
- 스포츠 유튜브방송의 품질과 신뢰 및 재 시청의도와의 구조적 관계
- 제목 (타언어)
- Structural Relationship between Quality and Trust of Sports YouTube Broadcasting and Intention of Rewatching
- 저자
- 김윤희
- 발행일
- 2021-09
- 저널명
- 한국스포츠학회
- 권
- 19
- 호
- 3
- 페이지
- 107 ~ 116