International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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A Study on Information Attitude, Brand Attitude, Usage Satisfaction, Brand Image and Brand Loyalty of YouTube Sports Contents Viewer

  • Byun, Kyung-Won (Department of graduate school of business Administration, Dankook University)
  • Received : 2020.07.15
  • Accepted : 2020.07.27
  • Published : 2020.08.31
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Abstract

The purpose of this study is to analyze the structural relationship among information attitude, brand attitude, usage satisfaction, brand image and brand loyalty of YouTube sports Contents. The survey subjects to achieve the purpose of this study were selected the 490 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, it is more effective to increase the attitude toward the brand itself rather than information attitude to use satisfaction Second, both information attitude and brand attitude were found to have a positive effect on enhancing brand image. In relation to attitude and image, it was possible to achieve research accumulation for YouTube users. Third, it was found that both the use satisfaction and the brand image presented in the previous study had a positive effect on brand loyalty.

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