미디어 이용패턴에 따른 스포츠 콘텐츠 소비행동분석 = (An)analysis of sports contents consumption behavior according to media use pattern

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the practical sports contents consumption behavior by dividing sports contents sources into the Internet and TV, and to investigate how the use factors of each media source affect practical sports contents use. For achieving these study objectives, a survey of 433 college students was conducted to analyze sports contents consumption behavior including sports contents use behavior, use amount and genre use according to demographic characteristics, situational age, media use motive, structural factors and sports attitude. As a result, conclusions are as follows.


1) How do the characteristics of sports contents users influence sports contents use factors and consumption behavior?
Demographic characteristics and situational age were found to have an effect on sports use factors and consumption behavior. First of all, the difference in sports contents use patterns according to demographic characteristics has been shown in various studies, and in particular, the difference according to gender has been claimed in many studies. On top of these, there was a distinctive difference in school year, age, major, college location, residing type, information and communication fees, and the number of people living together. Therefore, it was found that demographic characteristics have a big effect on sports contents use factors.
Situational age showed a static relation with use motive, Internet media ability and sports attitude, and showed the same direction as sports contents use in some questions such as “physical health” and “social activity,” but did not show any causal relation with living space time, leisure time and media use time, which are related to sports contents use time, but on the contrary, situational age influenced them negatively. In view of the fact that situational age is used as a tool to measure the status of life, it was found that the amount of sports contents use was higher in a group with lower life status.


2) What is the difference in sports contents use factors and consumption behavior according to TV and the Internet?

There was a difference in sports contents use factors and consumption behavior according to TV and the Internet. College students showed higher preference for the Internet compared to TV regarding media use motive, media use time, sports contents use amount and sports genre use amount, except leisure genre use amount. This is related to their lifestyle, and they seem to use the Internet as non-recreational purposes when their media use pattern is examined.
In consideration of media complementation and substitution, it was found that TV substitutes the Internet according to a time basis, but instrumental genres or social genres are conducted through the Internet in view of genre use tendency, and in particular, TV use was conspicuous regarding recreational genres.
Crossing media use can be seen between the recreational use of the Internet and the instrumental use of TV.


3) How do sports contents use factors influence sports contents use behavior?

It was found that sports contents use factors influenced sports contents use behavior. In particular, a group with high cognitive attitude consuming sports contents in a large amount showed high involvement in the Internet, conversion and TV. It reflects the characteristics of the media and shows that a group with certain purposes in the use of sports contents accompanies involvement and conversion behavior in the use of the Internet, but on the contrary, it also reflects that high involvement behavior is found in TV. In other words, sports contents are used in the Internet through successive involvement and conversion behavior, but conversion means a disconnection with sports contents in the case of TV.


4) How do sports contents use factors influence sports contents use time?

It was found that sports contents use factors influenced sports contents use time.