e스포츠 인터넷 방송 BJ속성이 시청만족 및 BJ충성도에 미치는 영향: 시청자의 e스포츠 지식 정도의 조절효과를 중심으로 = The Effects of e-Sports Internet Broadcasting BJ Attributes on Viewing Satisfaction and BJ Loyalty: Focusing on the Moderating Effect of Viewer’s Knowledge Level

다국어 초록 (Multilingual Abstract)

Purpose The present study aimed to explore the effect of esport internet broadcasting BJ attributes on viewer satisfaction and BJ loyalty and to examine the moderating effect of knowledge about esport on the relationship between BJ attributes and viewer satisfaction. Methods Based on cross sectional design, the target participants were 600 e-sports viewers residing in 17 regions in Korea. After deleting incomplete cases, a total of 566 cases was used for SEM using R software. Result The results revealed that BJ attributes(expertise and agreeableness) had a positive effect on viewing satisfaction, and viewing satisfaction had a positive effect on BJ loyalty. Additionally, the e-sports knowledge level of viewers significantly moderated the effect of BJ attributes on viewing satisfaction. Conclusion The viewer’s e-sports knowledge level is an important variable that moderate the effect of BJ attributes on viewers’ viewing satisfaction, and BJs should appropriately utilize expertise and agreeableness for their target viewers.