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Traditional Media vs. New Media: Differences in Sports Viewer's Media Contact Motivation, Viewing Satisfaction, and Media Loyalty by Media Type
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전통적 미디어 vs. 뉴미디어 : 미디어 유형에 따른 스포츠 경기 시청자의 미디어 접촉 동기 및 시청 만족도, 미디어 충성도의 차이

논문 기본 정보

Type
Academic journal
Author
Choi, Chul-Hwan (경희대학교)
Journal
The Korean Society Of Sports Science Korean Journal of Sports Science Vol.28 No.5 KCI Accredited Journals
Published
2019.10
Pages
583 - 595 (13page)
DOI
10.35159/kjss.2019.10.28.5.583

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Traditional Media vs. New Media: Differences in Sports Viewer's Media Contact Motivation, Viewing Satisfaction, and Media Loyalty by Media Type
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Abstract· Keywords

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In the age of multimedia with the advancement of the Internet and cutting-edge equipment, sports fans have increasing opportunities to be in contact with sports media. As the ways of viewing sports became diversified through media, it requires an endeavor for research to increase the understanding of the change because the consumer sentiment about media has also diversified among sports fans. This study aims to compare and analyze the differences depending on media types with regard to the contact motivation of the sports media recipients, viewing satisfaction, and media loyalty to sports media. A total of 349 self-monitored questionnaires were analyzed to test the reliability and validity using SPSS/AMOS 23.0 and descriptive statistics; for comparative analysis, Multivariate Analysis of Variance was also performed. As for the respondents who prefer traditional media (e.g. video and audio media), their scores in social interaction among the subcategories of contact motivation were relatively high. Meanwhile, as for the respondents who prefer new media (e.g. digital media), their scores were relatively high in media loyalty as well as in the following subcategories of contact motivation: information seeking, escapism, time consumption, and vicarious satisfaction. The results of this study confirmed that the media type a consumer chooses can reflect a different media consumer sentiment. In conclusion, it is essential to put more effort to understand various consumer types and to establish strategies accordingly for the development of media sports in the age of multimedia.
#media sport #media contact motivation #viewing satisfaction #media Loyalty

Contents

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
참고문헌

References (44)

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김앵아 / 2017 / 포털사이트 TV콘텐츠 큐레이션에 나타난 스낵컬처 특성 분석 / 문화교류연구 6(2):109~128 google schola 김이영 / 2010 / 미디어스포츠 접촉동기, 스포츠 가치관 및 참가의 관계 google schola 박현승 / 2019 / 마스터즈 수영 대회 참가자의 스포츠미디어 관여경험과 지속적 참여의도와의 관계분석 / 한국사회체육학회지 (77):265~273 dbpia 송해룡 / 2009 / 스포츠 미디어 소비문화: 미디어스포츠 2.0 패러다임과 수용형태 변화 / 한국언론학회 8(3):23~50 google schola 신홍범 / 2018 / 스포츠프로그램 시청자의 접촉동기가 스포츠태도 및 스포츠참가에미치는 영향 / 한국스포츠산업경영학회 (1):87~87 google schola

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UCI(KEPA) : I410-ECN-0101-2019-692-001319601