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http://dx.doi.org/10.7236/IJIBC.2022.14.3.213

The Effects of Social Media Engagement of e-Sports Broadcasting Viewers on Viewing Commitment, Viewing Satisfaction and loyalty  

Kim, Seyun (Department of Sport Management, Dankook University)
Publication Information
International Journal of Internet, Broadcasting and Communication / v.14, no.3, 2022 , pp. 213-221 More about this Journal
Abstract
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.
Keywords
e-Sport; Media Engagement; Viewing Commitment; Viewing Satisfaction; Loyalty;
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Times Cited By KSCI : 2  (Citation Analysis)
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