전통적 미디어 vs. 뉴미디어 : 미디어 유형에 따른 스포츠 경기 시청자의 미디어 접촉 동기 및 시청 만족도, 미디어 충성도의 차이

Abstract

In the age of multimedia with the advancement of the Internet and cutting-edge equipment, sports fans have increasing opportunities to be in contact with sports media. As the ways of viewing sports became diversified through media, it requires an endeavor for research to increase the understanding of the change because the consumer sentiment about media has also diversified among sports fans. This study aims to compare and analyze the differences depending on media types with regard to the contact motivation of the sports media recipients, viewing satisfaction, and media loyalty to sports media. A total of 349 self-monitored questionnaires were analyzed to test the reliability and validity using SPSS/AMOS 23.0 and descriptive statistics; for comparative analysis, Multivariate Analysis of Variance was also performed. As for the respondents who prefer traditional media (e.g. video and audio media), their scores in social interaction among the subcategories of contact motivation were relatively high. Meanwhile, as for the respondents who prefer new media (e.g. digital media), their scores were relatively high in media loyalty as well as in the following subcategories of contact motivation: information seeking, escapism, time consumption, and vicarious satisfaction. The results of this study confirmed that the media type a consumer chooses can reflect a different media consumer sentiment. In conclusion, it is essential to put more effort to understand various consumer types and to establish strategies accordingly for the development of media sports in the age of multimedia.