스마트폰 스포츠 동기가 스마트폰을 통한 스포츠 소비 빈도에 미치는 영향 = 성별과 스마트폰 사용기간의 조절효과

다국어 초록 (Multilingual Abstract)

Due to the ever increasing popularity of smartphones today, it is not uncommon that numerous sport fans can obtain various information and news about their favorite teams and players, purchase game tickets, and even receive promotional offers through a smartphone and sport-related mobile applications on it. The purpose of this study was threefold: (a) to examine why sport fans use smartphones in the process of sport consumption; (b) to examine the relationship between the smartphone-based sport motives and actual usage of smartphones; and (c) to investigate the moderating effects of gender and the length of smartphone ownership on the motives-actual use relationship. A total of 239 usable questionnaires were collected from college students at NCAA Division 1 Football Bowl Subdivision (FBS) school. The results of Structural Equation Modeling (SEM) indicated that Information, Entertainment, and Fanship motives significantly influenced the actual use of smartphones in a sport consumption setting. In addition, the results of multiple group analysis indicated that there are no moderating effects of gender and the length of smartphone ownership on the relationships between the three motives and actual use of smartphones. The findings of the current study can provide for both sport researchers and practitioners to better communicate with sport fans using the emerging technology (smartphone), which led to the development of more effective and efficient marketing strategies