Abstract
Purpose: The purpose of this study is to apply the expectancy value theory to video platform sports content users to reveal the difference and causal relationship between their gratification sought, gratification obtained, and intentions to continue using.BR Methods: The subjects of this study were 550 adults who had experience with 6 types of video platform sports content. Data were collected through Google’s online questionnaire. 516 responses were used for the final analysis, excluding 34, which were difficult to use as data, such as duplicate responses and insincere responses. Frequency analysis, descriptive statistics, independent sample t-test, paired sample t-test, one-way ANOVA, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and niche analysis were performed using the SPSS 25.0 statistical program.BR Results: The results of hypothesis testing and the conclusions obtained through discussion are as follows. First, in the differences in gratification sought, gratification obtained, and continued use intention according to general characteristics, there were no special differences in gender, age group, main viewing location, and one-time viewing time. There was a statistically significant difference only in the weekly and daily viewing frequency. Second, in the difference between gratification sought and gratification obtained by video platform sports content users, there was a statistically significant difference only in the factors of diversity, quality excellence, and ease of use. Third, in the effect of the gratification sought by video platform sports content users on the gratification obtained, it was found that various factors had a positive effect on each dependent variable. Fourth, it was found that only the sociality and ease of use factors of gratification sought and the fun, sociality, and ease of use factors of gratification obtained had a positive effect on the continued use intention.BR Conclusion: In the follow-up study, it is judged that it will be a meaningful study to supplement the limitations of this study and continue to add and analyze new video platforms.
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