The Effect of YouTube Sports Branded Contents Characteristics On Viewing Satisfaction, Brand Image, Purchase Intention

The Korean Society of Sports Science Pub Date : 2023-10-31 DOI:10.35159/kjss.2023.10.32.5.411

Jeoung-Hak Lee, Se-Hyun Jang, Min-Jun Kim

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Abstract

By analyzing the impact of YouTube sports branded contents characteristics on viewing satisfaction, brand image, and purchase intention, the purpose of this study was to provide sports brand companies with basic data for efficient YouTube sports branded contents planning, production, and effective marketing strategies. In order to achieve the purpose of the study, people with experience watching YouTube sports branded content were selected as the population. Frequency Analysis, Exploratory Factor Analysis, Reliability Analysis, Correlation Analysis, and Multiple Regression Analysis were conducted using SPSS 28.0 Version, and the analysis results are as follows. First, among the sub-factors of YouTube sports branded contents characteristics, entertainment, information, creativity, and indirectness factors were found to have a significant effect on viewing satisfaction, but empathy factors did not. Second, among the sub-factors of YouTube sports branded contents characteristics, it was found to have a significant impact on the brand image in the order of empathy, information, entertainment, and creativity, but indirect factors did not. Third, among the sub-factors of YouTube sports branded contents characteristics, information, empathy, creativity, and entertainment were found to have a significant effect on purchase intention, but indirect factors did not. Accordingly, sports brand companies are expected to gain a strong competitive advantage if they utilize YouTube

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YouTube体育品牌内容特征对观看满意度、品牌形象、购买意愿的影响

本研究通过分析YouTube体育品牌内容特征对观看满意度、品牌形象和购买意愿的影响，旨在为体育品牌公司高效的YouTube体育品牌内容策划、制作和有效的营销策略提供基础数据。为了达到研究的目的，选择有观看YouTube体育品牌内容经验的人群作为人群。使用SPSS 28.0版本进行频率分析、探索性因子分析、信度分析、相关分析和多元回归分析，分析结果如下:首先，在YouTube体育品牌内容特征的子因素中，娱乐性、信息性、创造性和间接性因素对观看满意度有显著影响，移情性因素对观看满意度没有显著影响。其次，在YouTube体育品牌内容特征的子因素中，移情、信息、娱乐、创意对品牌形象的影响程度依次显著，间接因素对品牌形象的影响程度不显著。第三，在YouTube体育品牌内容特征的子因素中，信息、移情、创意和娱乐对购买意愿有显著影响，而间接因素对购买意愿没有显著影响。因此，体育品牌企业如果利用YouTube，将获得强大的竞争优势

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The Korean Society of Sports Science

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