E스포츠 중계방송 해설자의 특성인식과 의사인간관계 및 시청몰입 간의 관계

Abstract

This study aims to provide basic data for contents creation and marketing strategy for purpose of increasing viewers in more effective way in the e-sports industry, through identification of relationship between e-sports relay broadcasting commentator’s characteristics, parasocial relationship and viewer immersion. For this purpose, viewers who experienced viewing of LCK 2020 Summer Season games are chosen as population, then a survey is distributed by using purposive sampling, one of non-probability sampling, and total of 342 cases are applied to final analysis.<BR> For data processing, SPSS Statistics 23.0 and AMOS 18 is used, and frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis and structural equation model are conducted and the following results are found.<BR> First, characteristics that appearance, personal appeal, voice and manner of speaking are found to have positive effect, but characteristics of expertise are found to have no meaningful effect. Second, among all characteristics only appearance is found to have positive effect, and personal appeal, voice, manner of speaking and expertise are found to have no meaningful effect. Third, parasocial relationship is found to have no meaningful effect on viewer immersion.