프로야구 뉴미디어 시청 유료화에 따른 시정차 행동 예측

초록

The purpose of this study is to predict viewing behavior according to paid viewing of new media in professional baseball through the theory of planned behavior. In order to achieve the purpose of this study, a total of 214 copies of data were collected from a large number of unspecified baseball fans who had watched professional baseball. The collected data were analyzed through SPSS 27.0 and AMOS 27.0, and the research results are as follows. First, as a result of verifying the effect of planned behavior theory's attitude, subjective norms, and perceived behavioral control on viewing intention, it was found that subjective norms and perceived behavioral control had a positive (+) effect, and attitudes had no significant effect. Second, it was found that the perceived behavioral control for paid viewing of professional baseball through new media did not significantly affect the viewing behavior of professional baseball. Third, it was found that the intention to watch professional baseball paid through new media had a positive (+) effect on the viewing behavior. As such, this study provides basic information on the establishment, improvement, and development of an efficient professional baseball OTT environment to KBO and new-media operators.

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