스포츠구단 숏폼콘텐츠 특성과 몰입, 만족, 지속이용 및 충성도의 관계 = Relationship between Short-form Content Characteristics of Sports teams and Immersion, Satisfaction, Continued use, and Loyalty

국문 초록 (Abstract)

이 연구는 스포츠구단의 숏폼콘텐츠 특성, 몰입, 만족, 지속이용 및 충성도의 관계를 규명하여, 스포츠구단의 커뮤니케이션의 방안으로 활용되는 숏폼콘텐츠에 대한 팬들 반응을 확인하는데 그 목적이 있다. 구체적으로 어떠한 숏폼콘텐츠 특성에서 팬들이 더욱 반응하는지를 살펴보고 이들 특성이 충성도에까지 영향을 미치는 과정을 확인하고자 하였다. 이를 위해 숏폼콘텐츠의 팔로워가 가장 많은 스포츠구단인 전북현대모터스의 팬을 모집단으로 설정하고 2023년 8월 6일 전주월드컵경기장을 방문하여 경기를 관람하는 팬 중 전북현대모터스의 숏폼콘텐츠를 본적이 있다고 밝힌 300명을 대상으로 설문조사를 실시하였으며, 이중 282부를 최종분석에 사용하였다. 그 결과 첫째, 스포츠 구단 숏폼콘텐츠의 특성은 대부분 몰입, 만족, 지속이용에 정적영향을 미치는 것으로 나타났으나 창의성은 영향을 미치지 않는 것으로 나타났다. 둘째, 스포츠구단 숏폼콘텐츠에 대한 몰입은 지속이용에 정적영향을 미치는 것으로 나타났다. 셋째, 스포츠구단 숏폼콘텐츠에 대한 만족은 지속이용에 정적영향을 미치는 것으로 나타났다. 넷째, 스포츠구단 숏폼콘텐츠에 대한 지속이용은 충성도에 정적영향을 미치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

This study aims to identify the relationship between the characteristics, immersion, satisfaction, continuous use, and loyalty of sports teams' short-form content and to confirm fan reactions to short-form content used as a means of communication for sports teams. Specifically, the characteristics of short-form content fans were used to respond more and identify the process by which these characteristics influence loyalty. To this end, fans of Jeonbuk Hyundai Motors, a sports club with the largest number of followers, were selected as the population, and a survey was conducted on 300 fans who visited Jeonju World Cup Stadium on August 6, 2023, of which 282 copies were used for the final analysis. As a result, it was found that most of the characteristics of sports club short-platform content had a static effect on immersion, satisfaction, and continuous use, but creativity did not. Second, immersion in sports club short platform content was found to have a positive effect on constant use. Third, it was found that satisfaction with sports club short platform content had a positive effect on contestant use. Fourth, it was found that the continuous use of sports club short platform content had a positive effect on loyalty.

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