Abstract
Purpose: The purpose of this study is to examine the influence of the viewing motivation and the perceived characteristics of innovation on the virtual reality-based viewing intention, which is an emerging sport media consumption trend. The two theories which are ‘the uses & gratifications’ and ‘the diffusion of innovation’ were utilized as the theoretical framework.<BR> Method: The survey was conducted on 304 undergraduate students and the data were collected from 261 respondents who had some degree of awareness about the virtual reality. The data were analyzed by applying a hierarchical regression analysis method in the SPSS 21.0.<BR> Results: The results of hierarchical regression analysis showed that the two factors, the viewing motivation and the perceived characteristics of innovation had statistically significant effects on the VR-based viewing intention in nine different types of sports.<BR> Conclusion: Overall, the viewing motivation and the perceived characteristics of innovation are found to have significant effects but the degree of influence of sub-factors in the two independent variables on viewing intention differed according to the types of sports. Therefore, it is proved that a different approach is necessary for each sport type in order to spread a new sport viewing method.
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