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프로야구 하이라이트 프로그램 해설자의 공신력과 시청만족도 및 채널충성도 간의 관계
석부길(Seok, Boo-Gil),이용건(Lee, Yong-Gun),이성문(Lee, Sung-Moon) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.4
The purpose of this study was to determine the structure among the commentator’s public confidence, viewer satisfaction and channel loyalty in professional baseball highlights programs. Also, to verify whether the viewing experience enhances the channel loyalty as a leading variable in order to present the necessary data to the stake-holders. The population was selected as those who have watched the professional baseball experience highlights program before. 309 questionnaires were used for analyze; excluding unfaithful and dual response questionnaires. Windows SPSS/PC ver 20.0 and AMOS 18.0 were used to analyze the data. Also, understood the structure relationship, verified the direct effects, indirect effects and mediated effects. Results were followed as. First, commentator’s public confidence gave a positive effect on viewer satisfaction. Second, viewer satisfaction gave a positive effect on channel loyalty. Third, commentator’s public confidence gave a positive effect on channel loyalty. Lastly, viewer satisfaction had a moderating effect between commentator’s public confidence and channel loyalty. Based on the results, in order to increase the channel loyalty, various plans should be created to increase commentator’s public confidence. Also, since the viewer satisfaction is considered as an important leading factor, efforts to enhance the viewer satisfaction should not be overlooked.
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