• Journal of Digital Convergence
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• v.16 no.7
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• pp.357-367
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• 2018

The purpose of this study is to investigate whether flow experience is effective as a mediator in the effect of BJ attributes on viewer satisfaction. For this study, a survey was conducted on a total of 198 users who watch one - person game broadcasting on African TV. According to analysis, first, the joy flow experience is mediating role in the relationship between intimacy BJ attributes and viewing satisfaction. Second, the Control flow experience did not mediating role in the relationship between all BJ attributes and viewing satisfaction. Third, the attention flow experience is mediating role in the relationship between intimacy and reliability BJ attributes and viewing satisfaction. Fourth, the Time distortion flow experience is mediating role in the relationship between intimacy BJ attributes and viewing satisfaction. Fifth, the Self loss flow experience did not mediating role in the relationship between all BJ attributes and viewing satisfaction. The intimacy of the game BJ was found to affect mediocre satisfaction, attention, attention, and time distorted flow experience.

• Journal of Digital Convergence
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• v.18 no.11
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• pp.465-475
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• 2020

The purpose of this study was to investigate how the attributes of YouTube BJs, specifically those dealing in e-sports content, affects information usefulness, information search satisfaction, and behavioral intention. To achieve this purpose, data from 229 students collected by convenient sampling of college students were used for final analysis, and analyzed using SPSS 23.0 and AMOS 23.0 programs. The results of the study are as follows: First, the friendliness of the BJ had a significant positive (+) effect on the information usefulness, the information search satisfaction, and the behavioral intention. Second, it was found that the reliability of the BJ did not significantly affect the information usefulness, the information search satisfaction, and the behavioral intention. Third, the information usefulness had no significant effect on behavioral intention, but Information search satisfaction was found to have a significant positive (+) effect on behavioral intention. Therefore, the results of this study are expected to contribute to establishing a strategy for e-sports content production based on the attributes of BJs.