Influence of Taekwondo Influencer Characteristics on Engagement and Relationship Orientation: Focusing on SNS(Social Network Service)

Abstract

In this study, to identify the engagement and relationship orientation according to the SNS use of Taekwondo influencers, the population was set as a population according to the sample plan from May 1 to August 20, 2021, and 217 people were surveyed through an online survey. This conclusion was drawn with a total of 191 valid samples excluding 26 non-respondents. Hypotheses were tested through structural equation analysis, and engagement and relationship orientation according to influencer characteristics up to Hypothesis 1-3 were found to be suitable and excellent as a structural model, suggesting that a causal relationship was established. However, it was found that the attractive factor among influencer characteristic factors was a model with no difference in influence (-) on relationship orientation. This is considered to be the result of not being able to recognize the new trend in Taekwondo if the follower only sees an attractive image in performing a leading role.