International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Effects of E-sports Broadcasting Commentator's Attributes on Broadcasting Attitude and Continuous Viewing Intention

  • Kim, Seyun (Department of Sport Management, Dankook University)
  • Received : 2021.03.04
  • Accepted : 2021.03.13
  • Published : 2021.03.31
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Abstract

The purpose of this study is to determine the impact of broadcasters' broadcasting commentators' attributes on broadcasting conditions and the intention of continuous viewing of e-sports competitions. To achieve this goal, a survey was conducted on 300 university students who had experience watching e-sports competition broadcasting. The final 295 copies were selected as the final valid samples and data processing was carried out. Using SPSS 23, factor analysis, reliability analysis, correlation analysis, and simple and multiple regression analysis were performed. The result of this study was: First, reliability and attractiveness among the sub-factors of commentator attributes were shown to have a positive effect on broadcasting conditions. Second, reliability and attractiveness among the sub-factors of commentator attributes have a positive effect on the intent of continuous viewing. Third, broadcasting conditions have a positive effect on the intention of continuous viewing.

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References

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