International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Structural Relationship Between the Expectation Value of YouTube Sports Content Viewers, Brand Image, Brand Attitude, and Continuance Viewing Intention

  • Byun, Kyung-Won (Department of graduate school of business Administration, Dankook University)
  • Received : 2020.08.05
  • Accepted : 2020.08.18
  • Published : 2020.09.30
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Abstract

The purpose of this study is to analyze the structural relationship among expectation value(relational, hedonistic), brand image, brand attitude, continuance viewing intention. The survey subjects to achieve the purpose of this study were selected the 521 YouTube sports contents Viewer in the metropolitan area. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, both relational value and,, hedonistic value had a positive effect on the brand image. Second, both relational value and,, hedonistic value had a positive effect on the brand attitude. Third, both brand image and brand attitudee had a positive effect on the brand attitude.

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