원문정보
초록
영어
The purpose of this study is to analyze the structural relationship among expectation value(relational, hedonistic), brand image, brand attitude, continuance viewing intention. The survey subjects to achieve the purpose of this study were selected the 521 YouTube sports contents Viewer in the metropolitan area. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, both relational value and,, hedonistic value had a positive effect on the brand image. Second, both relational value and,, hedonistic value had a positive effect on the brand attitude. Third, both brand image and brand attitudee had a positive effect on the brand attitude.
목차
1. Introduction
2. Study Hypothesis
2.1 Relationship Between Expectation Value(Relational, Hedonistic) and Brand Image
2.2 Relationship Between Expectation Value(Relational, Hedonistic) and Brand Attitude
2.3 Relationship Between Brand Image and Continuance Viewing Intention
2.4 Relationship Between Brand Attitude and Continuance Viewing Intention
3. Research Method
3.1 Research Subjects
3.2 Research Tools
4. Results
4.1 Validity and Reliability Analysis
4.2 Hypothesis verification result
5. Conclusion
References