Abstract
The purpose of this study is to analyze the structural relationship between viewing motivation of Official YouTube Channel of professional sports club, team identification, viewing attitude, viewing satisfaction and spectatorship. Thus, a total of 250 questionnaires were used for college students with experience watching YouTube Channel of professional sports club, and 234 data were finally used for the final analysis. The data was analyzed by SPSS 24.0 and Amos 20.0. frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis and structural equation modeling was used for hypotheses testing. The results of the analysis are as follows: First, viewing motivation of Official YouTube Channel of professional sports club had a positive effect on team identification and viewing attitude. Second, team identification had a positive effect on viewing attitude. Third, team identification and viewing attitude both had positive effects on viewing satisfaction. Fourth, viewing motivation of Official YouTube Channel of professional sports club had positive effects on viewing satisfaction. Finally, viewing satisfaction had positive effects on spectatorship. Based on the results of this study, it has been proved that the proper operation of the Youtube channel of the professional team was connected to spectatorship through positive viewing attitude and viewing satisfaction, including team identification by fans.
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