Abstract
The purpose of this study was to analyze viewing behavior for sports-related YouTube channel through UTAUT2. Those who have watched sports-related YouTube channels were selected for research, and a total of 215 parts were used for final analysis. The data were analyzed through frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model using SPSS 24.0 and AMOS 21.0. The analysis results were as follows. firstly, performance expectancy, effort expectancy, facilitating condition and hedonic motivation had a positive effect on viewing intention, however, no significant influence on social effect on viewing intention. Secondly, habit had a positive effect on viewing intention, however, no significant influence on viewing behavior. Thirdly, viewing intention had positive effect on viewing behavior. Based on the results of this study, viewers of sports-related YouTube channels can see that they are equipped with usefulness and ease, and that pleasure and habits can lead to viewing behavior.
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