Abstract
The purpose of this study was to investigate the motive for using sports content and the effects of sports attitude on the behavior of using sports content. The convenience sampling, to achieve the purpose, was conducted on the students who were attending five Universities located in Busan as of 2010 and who were using Internet and TV and a total of 238 questionnaires were used for analyses. The frequency analysis, t-test, oneway ANOVA(Analysis of Variance), and reliance analysis were performed using SPSS(ver 18.0), and a structural equation model was built and analyzed. The results of the analyses are as follows: 1) The path coefficient between motive for using sports content and behavior of using sports content were measured as 0.142(t=2.395) to be significant, indicating that the motive for using sports content have effects on the behavior of using sports content. 2) The path coefficient between motive for sports attitude and behavior of using sports content were measured as 0.106(t=2.126) to be significant, indicating that the sports attitude have effects on the behavior of using sports content. 3) The path coefficient between behavior of using sports content and sports attitude were measured as 0.212(t=5.338) to be significant, indicating that those two factors have interrelation.
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