Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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Sports Media Value in New Media Platform Era: The Role of Media Engagement and Empathy

뉴미디어 플랫폼 시대의 스포츠미디어 가치: 미디어 인게이지먼트와 공감의 역할

  • Choi, Eui-Yul (Keimyung University, Department of Sports Marketing) ;
  • Jeon, Yong-Bae (Dankook University, Department of Sports Management) ;
  • Kim, Hyun-Duck (Keimyung University, Department of Sports Marketing)
  • 최의열 (계명대학교 스포츠마케팅학과) ;
  • 전용배 (단국대학교 스포츠경영학과) ;
  • 김현덕 (계명대학교 스포츠마케팅학과)
  • Received : 2022.06.07
  • Accepted : 2022.06.29
  • Published : 2022.06.30
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Abstract

The purpose of this study is to investigate the relationship between media engagement, media empathy, and media value of MCN sports broadcasting. To achieve this purpose, a survey was conducted on 324 MCN sports broadcast viewers. Exploratory factor analysis was performed to confirm validity, and Cronbach's α test was performed to investigate reliability. In addition, correlation analysis was performed to verify discriminant validity, and linear regression analysis was performed to verify the research hypothesis, and the following conclusions were drawn. Media engagement had a positive effect on media value. Media engagement had a positive effect on media empathy. Media empathy has a positive effect on media value.

MCN 스포츠 중계의 미디어 인게이지먼트, 미디어 공감, 그리고 미디어 가치와의 관계를 규명하기 위한 이 연구는 MCN 스포츠 중계 시청 경험을 가진 시청자 총 324명을 대상으로 비확률 표본 표집 중에서 목적 표집법을 통해 설문조사를 실시하였다. 탐색적 요인분석을 실시하여 타당도를 확인하였으며, Cronbach's α 검사를 실시하여 신뢰도를 조사하였다. 또한 상관관계분석을 실시하여 판별타당도를 검증하였으며, 연구가설을 검증하기 위해 선형 회귀분석을 실시하여 다음과 같은 결론을 도출하였다. 첫째, MCN 스포츠방송과 관련하여 미디어 인게이지먼트가 미디어 가치에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 미디어 인게이지먼트가 미디어 공감에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 미디어 공감이 미디어 가치에 긍정적인 영향을 미치는 것으로 나타났다.

Keywords

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