COVID-19 상황에서 활용한 SNS특성이 대학생의 스포츠 계획행동의도에 미치는 영향

Abstract

This study aims to analyze the effect of social media characteristics used and perceived by college students during the social distancing due to COVID-19 on their sports Plan behavioral intentions. The study first established research models and hypotheses and performed surveys and statistical analysis to verify the hypotheses. The study used a sample of 320 male and female college students as its subjects and analyzed the data from 314 questionnaires. The analysis used SPSS 24.0 for Windows statistical package program as the tool and applied multiple regression analysis as the method.BR First, the social media characteristics showed that the ‘interaction (β=.357)’ factor had a positive (+) effect on ‘perceived behavior,’ a sub-factor of ‘sports plan behavioral intention’ (p.001). Second, the social media characteristics showed that ‘information sharing (β=.301)’ and ‘interaction (β=.249)’ factors had a positive (+) effect on ‘normative behavior,’ also a sub-factor of ‘sports plan behavioral intention’ (p.001). Third, the social media characteristics showed that the factors’ information sharing (β=.126)’ and ‘interaction (β=.382)’ had a positive (+) effect on ‘attitudinal behavior,’ another sub-factor of ‘sports activity intention’ (p.05, p.001), and the ‘pleasure (β=-.186)’ factor was found to have a negative (-) effect (p.01).