Analysis of online sports media use behavior of university students applying UTAUT2 model

Abstract

Purpose The purpose of this study was to investigate the factor that influence the using behavior of online sport media by university students applying Unified theory of acceptance and use of technology 2(UTAUT 2). Methods The study performed a research survey using convenient sampling method. The sample was 235 university students who had experience with online sport media. The data were analyzed through frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation model using SPSS Windows ver . 20.0 and AMOS 20.0. Results The results showed that, firstly, performance expectancy and effort expectancy had a positive effect on intention to use, however, no significant influence on social effect on intention to use. Secondly, facilitating condition had positive effect on usage behavior. Thirdly, hedonic motivation had positive effect on intention to use. Fourthly, Habit had positive effect on the intention to use and usage behavior. Lastly, intention to use had positive effect on usage behavior. Conclusion Based on the conclusion of this study, online sports media companies should provide useful and convenient viewing experience by providing personalized services, and should apply various attraction strategies to habitually use sports online media.