• International Journal of Internet, Broadcasting and Communication
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• v.14 no.3
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• pp.213-221
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• 2022

The purpose of this study is to investigate the structural relationship between media engagement, viewing immersion, viewing satisfaction, and loyalty of e-sports viewers. In order to achieve the purpose of this study, a survey was conducted on 300 college students with experience in watching e-sports in Seoul, Gyeonggi-do, and Chungnam. Data processing was done with SPSS 26 for frequency analysis, Cronbach's α analysis. Also, AMOS 13 was used for confirmatory factor analysis and structural equation model analysis. We have the following results. first, among the sub-factors of media engagement, functional engagement and communal engagement had a significant effect on viewing commitment. Second, among the sub-factors of media engagement, emotional engagement had a significant effect on viewing satisfaction. Third, it was found that viewing commitment and viewing satisfaction had a significant effect on loyalty. From the results of this study, it can be seen that the media engagement of e-sports viewers affects loyalty through viewing commitment and viewing satisfaction.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.4
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• pp.342-350
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• 2023

The purpose of this study is to find out how the perceived waiting time of viewers of e-sports games affects negative emotions and how these negative emotions affect viewing satisfaction, viewing attitude, and continuous viewing intention. To achieve the purpose of this study, 200 viewers who watched e-sports games more than two to three times were targeted. 197 copies were selected as the final valid sample after excluding three of the collected questionnaires that showed unfaithful answers. For data processing methods, confirmatory factor analysis, reliability analysis, and structural equation model analysis were conducted using SPSS 27 and AMOS 25. Through this, the following results were obtained. First, it was found that the perceived waiting time of the viewer had a significant effect on the viewers' negative emotions in the event of a game pause. Second, viewers' negative emotions were found to have a significant effect on viewing attitudes, but not on viewing satisfaction. Third, it was found that viewing attitude had a significant effect on viewing satisfaction and continuous viewing intention. Fourth, it was found that viewing satisfaction had a significant effect on continuous viewing intention. In other words, the more acceptable and shorter the perceived waiting time due to the suspension of the game pause, the lower the negative emotions of the viewers, and the negative emotions of the viewers ultimately affect the intention to continue watching through viewing attitude and viewing satisfaction.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.2
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• pp.37-50
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• 2023

This study aimed to examine the influence of a weight loss reality show watching on viewers' psychology and viewing effects by explicitly focusing on the Chinese TV show, Wow! Nice Figure (2019). Chinese women who had experience viewing Chinese TV show, Wow! Nice Figure and an experience of weight loss were the subject of the current study. The data collected from a total of 201 Chinese women were examined. Six variables; age, monthly income, occupation, education, BMI(Body Mass Index), and weight loss experience were included as control variables, and the data were analyzed with the use of SPSS 20.0. The results revealed that both simple and social viewing had been found to impact viewers' psychological attitudes positively. However, it was supported that simple and social viewing does not directly affect viewing satisfaction. Furthermore, the mediated effect of psychological variables within the relationship between simple viewing and viewing satisfaction and the relationship between social viewing and viewing satisfaction was investigated. From this study's results, the enhanced understanding of the impact of simple viewing, social viewing, and viewer's psychology on viewing satisfaction could be discussed.

• International Journal of Contents
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• v.18 no.1
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• pp.40-55
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• 2022

Kung fu films stand out among many types of films and are sought after by a large number of loyal audiences. In order to explore the mystery, we use the theory of uses and gratifications theory to study kung fu films in order to explore the audience's viewing needs of kung fu films In the existing research, most scholars adopt qualitative research and Chinese culture contained in kung fu movies. Few people use quantitative research, and this area of research is almost blank. Therefore, we conducted a quantitative research on kung fu films based on the methodology of uses and gratifications. The questions revolve around: Can kung fu movies meet audiences' needs? What is the purpose of watching a kung fu movie? After analysis with SPSS, interesting results emerged. In the regression analysis, we found that the psychological need for compensation has a positive impact on Viewing satisfaction, while the social need has a significant negative impact on viewing intention. At the end of the article, we also put forward my own solutions. We also hope to provide better suggestions for the development of Chinese kung fu films through my research, so as to make kung fu films more perfect.

• Journal of Service Research and Studies
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• v.12 no.2
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• pp.117-134
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• 2022

This study conducted a survey on visitors who visited the 2021-2022 KBL Professional Basketball Stadium in Wonju to understand how professional sports viewing factors affect the club image, club satisfaction, and club reputation. As factors for watching professional sports, four factors were considered: stadium, game situation, spectating cost, and spectator promotion. A total of 450 questionnaires were distributed and 411 questionnaires excluding 39 questionnaires were used as the final analysis data. For the effective questionnaire survey, After analyzing the purpose and purpose of the research, participants were asked to collect data. The collected data were analyzed using SPSS statistical package after data coding and cleaning process. The results of this study are as follows. First, the effect of professional sports viewing factor on brand image was 45.1%, and the factor of pro sports viewing was significant in stadium, competition situation, and promotion of viewing, and had no effect on viewing cost. Second, the influence of professional sporting factor on the satisfaction of the team was 42.5% in explaining power, which was significant in the stadium, the competition situation, the cost of visiting, and promotion of viewing. Third, the influence of professional sports viewing factor on team reputation was 62.1%, and the factor of professional sports viewing was significant in promoting stadium, visiting cost, and viewing, and had no effect on economic situation. The implication of this study is that in order to increase the brand value of the club, it is much more effective to increase the quality of facilities and food and beverages and to activate events for the audience than to lower the cost of viewing.

• Journal of Korea Entertainment Industry Association
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• v.14 no.4
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• pp.237-250
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• 2020

The purpose of this study was to investigate the relationship between the performance factors of dance performance and the intention to revisit the audience, and to investigate the structural relationship between viewing satisfaction and viewing value. For data processing, SPSS Ver. 21.0 and AMOS Ver. The program of 21.0 was used. Structural relationships were analyzed using a two-step approach, and the significance of the effects was verified using bootstrapping. In addition, a full mediating effect and a partial mediating effect were presented using the three-step regression analysis mediating effect. The results of the study are as follows. First, it was found that the viewing factors influenced the viewing satisfaction and the viewing value. Second, it was found that viewing satisfaction had an intention to revisit and influenced the viewing value. It was also found that the viewing value had an effect on the intention to revisit. Third, in the relationship between the viewing factors of the dance performance and the viewing value, it was found that the viewing satisfaction had a partial mediating effect. Fourth, it was found that the attendance factor of the dance performance was not related to the intention to revisit. However, it was found that the satisfaction of viewing and the value of viewing had a complete mediating effect in relation to the viewing factors of dance performances and the intention to revisit. Through these studies, the dance performance should overcome the inherent limitations of space-time limitations and present basic data for establishing a mid- to long-term marketing strategy that can respond quickly.

• International Journal of Internet, Broadcasting and Communication
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• v.14 no.3
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• pp.205-212
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• 2022

The purpose of this study is to investigate the structural relationship between the viewing motivation, viewing commitment, re-audience intention, and game use intention of e-sports competition broadcast viewers. According to the purpose of the study, an online survey was conducted on 300 college students with experience watching broadcasting of e-sports competitions. After excluding inappropriate data from 8 out of 300 people, 292 people's data were used for final data processing. For data processing, the validity and reliability were verified using SPSS 26 and AMOS 23, and then the research hypothesis was verified. We has the results were shown as follows. First, it was found that entertainment, social intercourse and vicarious satisfaction had a positive effect on viewing commitment, but information has not significantly effect on viewing commitment. Second, it was found that viewing commitment had a positive effect on reviewing intention and game use intention. Third, it was found that reviewing intention had a positive effect on game use intention.

• The Journal of the Korea Contents Association
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• v.12 no.7
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• pp.147-155
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• 2012

This study is to analyze the difference of the post-viewing emotion and behavior of the audience at a dance performance by general characteristics of the audience. To attain the goal of the study described above paragraphs, the audience of dance performance located in Seoul and Kyoungki-Do was set as a collected group. Then, using the convenience sampling method, finally drew out and analyzed 280 people in total. statistic analysis techniques were used SPSS 18.0 program. Based on the statistical methods above, we had the result of data analysis as follows; First, among the general characteristics(job, viewing frequency, dance experience, and genre), had significantly effect on the post-viewing emotion(positive emotion, satisfaction) Second, among the general characteristics(job, viewing frequency, dance experience, and genre), all the factors had significantly effect on post-viewing behaviors(researching, respectating intention).

• International journal of advanced smart convergence
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• v.10 no.1
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• pp.166-175
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• 2021

The purpose of this study is to analyze the structural relationship among fan experience, fan satisfaction, team attachment, psychological well-being, team loyalty and quality of life. Specifically, the structural equation model is analyzed for the team performance side leading to fan experience-fan satisfaction-team attachment-team loyalty and the an performance side leading to fan experience-fan satisfaction-psychological well-being-quality of life. The survey to achieve the goal of this study is a professional baseball fan. 150 pilot envestigation and 348 main envestigation were selected as the final effective samples. Data processing was done with SPSS 23 for frequency analysis, exploratory factor analysis and reliability analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, fan experience had a positive effect on the fan satisfaction. Second, fan satisfaction had a positive effect on the team attachment. Third, fan satisfaction had a positive effect on the psychological well-being. Fourth, team attachment had a positive effect on theteam loyalty. Fifth, psychological well-being had a positive effect on the quality of life.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.1
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• pp.654-663
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• 2016

Local art museums are being operated as non-profit organizations for the advancement of the collection, preservation, research, exhibition and education on art-related materials. The art museum is based on the physical environment of the means created by the human will. This study examined the visit satisfaction of the physical environment of the Gangwon Regional art museum. For the measurement, the Art Museum physical environment, kimhonghee (2012), was used as the elements, and Parasurama based on the SERVQUAL model was analyzed. The SPSS 18.0K statistics program was used to analyze the results, and the analysis of the elements of the physical environment of the art museums resulted in the surrounding factors, viewing factors, human factors, and facility factors. Regarding the level of satisfaction of the visitors, there was a difference in the level of satisfaction of the elements of the physical environment for each of the factors according to the gender, and it was confirmed that they generally have a positive (+) effect. The Gangwon Regional Art Museum is building a better physical environment to look forward and continue to communicate with the visitors.