디지털 여가활동이 대학생의 스포츠 소비 행태 및 팀 충성도에 미치는 영향* = The Effects of Digital Leisure Activities on Sports Consumption Behavior and Team Loyalty in College Students

다국어 초록 (Multilingual Abstract)

Purpose: This study examines the effects of digital leisure activities on college students’ sports consumption behavior and team loyalty.
Methods: A survey was conducted with 266 college students enrolled in universities across the country. The collected data were analyzed using SPSS 29.0. Frequency analysis, exploratory factor analysis, reliability analysis, descriptive statistics, correlation analysis, and multiple regression analysis were performed.
Results: First, digital leisure activities had a positive effect on conspicuous consumption and impulsive consumption, while only the experiential factor had a significant effect on rational consumption. Second, regarding team loyalty, behavioral, social, and experiential factors of digital leisure activities had positive effects on attitudinal loyalty, whereas behavioral and social factors had positive effects on behavioral loyalty. Third, in terms of sports consumption behavior, conspicuous consumption and rational consumption positively influenced attitudinal loyalty, while conspicuous, impulsive, and rational consumption all had positive effects on behavioral loyalty.
Conclusion: This study is meaningful in that it comprehensively analyzed the structural relationships among digital leisure activities, sports consumption behavior, and team loyalty among college students. The findings are expected to provide basic data for developing strategies to strengthen team loyalty and promote long-term engagement among college student fans.