지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2025.4
- 수록면
- 334 - 357 (24page)
- DOI
- 10.35159/kjss.2025.4.34.2.334
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초록· 키워드
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This study aims to explore the relationship between motivations for using and satisfaction with sports social live streaming broadcasts based on the Uses and Gratifications Theory. It also examines the mediating effect of flow and the mediated moderating effects of sports BJs' characteristics (including sports knowledge, humor, voice, appearance, and relationship-building efforts). An online survey was conducted with 413 users of social live streaming platforms, and data analysis was performed using AMOS and SPSS PROCESS. The findings are as follows: First, cognitive, emotional, personal integrative, and social integrative motivational needs all had direct and positive effects on viewing satisfaction. Second, flow fully mediated the relationship between entertainment motivation and viewing satisfaction, while cognitive, emotional, personal integrative, and social integrative motivational needs partially mediated their respective relationships with viewing satisfaction. Third, the key attributes of sports BJs moderated both the relationship between motivation and viewing satisfaction and the mediating effect of flow. This study provides practical implications for sports media content production and marketing strategies by revealing how sports BJs' characteristics influence the engagement and satisfaction of viewers with varying motivations for using social live streaming broadcasts.
목차
Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 연구결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
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