Abstract
The purpose of this study was to find out the relation between baby boom generation’s quality of sport YouTube, viewing flow and viewing satisfaction. The questionnaire was used as a measuring tool to require the research purpose. Total of 306 data were collected. The Data were analyzed to verify the hypothesis by using the convenience extraction method. The data was analyzed by using SPSS 26.0 and AMOS 22.0. Frequency analysis, positive factor analysis, reliability analysis, correlation analysis, and structural equation model analysis were conducted to verify the hypotheses. The results of this study are as follows. First, the quality of sport YouTube perceived by baby boom generation has been shown to have statistically significant positive effects on viewing flow. Second, the viewing flow of baby boom generation who watch sport YouTube has been shown to have statistically significant positive effects on viewing satisfaction. Third, the quality of sport YouTube perceived by baby boom generation has been shown to have statistically significant positive effects on viewing satisfaction. Fourth, the viewing flow of baby boom generation watching sport YouTube has been confirmed to serve as a mediation factor in the relationship of quality of sport YouTube and viewing satisfaction.
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