원문정보
초록
영어
The purpose of this study is to investigate the structural relationship between media engagement, viewing immersion, viewing satisfaction, and loyalty of e-sports viewers. In order to achieve the purpose of this study, a survey was conducted on 300 college students with experience in watching e-sports in Seoul, Gyeonggi-do, and Chungnam. Data processing was done with SPSS 26 for frequency analysis, Cronbach's α analysis. Also, AMOS 13 was used for confirmatory factor analysis and structural equation model analysis. We have the following results. first, among the sub-factors of media engagement, functional engagement and communal engagement had a significant effect on viewing commitment. Second, among the sub-factors of media engagement, emotional engagement had a significant effect on viewing satisfaction. Third, it was found that viewing commitment and viewing satisfaction had a significant effect on loyalty. From the results of this study, it can be seen that the media engagement of e-sports viewers affects loyalty through viewing commitment and viewing satisfaction.
목차
1. Introduction
2. Research Hypothesis
2.1 Relationship between Media Engagement and Viewing Commitment
2.2 Relationship between Media Engagement and Viewing Satisfaction
2.3 Relationship between Viewing Commitment, Viewing Satisfaction and Loyalty
3. Research Method
3.1 Research Subjects and Sampling Method
3.2 Research Tools
3.3 Data Processing
4. Results
4.1 Validity and Reliability Analysis
4.2 Hypothesis Verification Result
5. Conclusion
Acknowledgement
References