Abstract
This study aims to investigate the ripple effect of sports YouTube content in a situation where the influence of one-person media content increases by investigating the relationship between quasi-social interaction, satisfaction, and continuous viewing intention of golf YouTube viewers. In January 2022, researchers and four assistant researchers visited 15 golf practice ranges in Seoul and used 301 copies for the final analysis using the experience of watching golf YouTube, and 301 copies were used for the final analysis. First, it was found that the quasi-social interaction of golf YouTube viewers had a positive effect on satisfaction. Second, it was found that the quasi-social interaction of golf YouTube viewers had a positive effect on the intention to continue viewing. Third, it was found that satisfaction with watching golf YouTube had a positive effect on continuous viewing intention. Golf YouTube has a high level of quasi-social interaction for those who are interested in golf and has a ripple effect. Accordingly, it is thought that golf-related YouTubers should manage the contents of YouTube content for positive social effects.
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