e스포츠 중계방송 해설자의 특성인식이 시청자의 인지된 즐거움과 재시청의도에 미치는 영향

Abstract

The purpose of this study was to investigate the effect of E-sports commentator’s characteristics on viewer’s perceived enjoyment and re-watching intention. Furthermore, the study aims to provide basic data on effective selection criteria for E-sports broadcasting commentators and strategies for increasing the marketing value of E-sports broadcasting contents. To achieve the purpose of this study, 'Viewers with experience watching e-sports broadcasts' were selected as the population and Through convenience sampling, Google online questionnaires was distributed. From the survey, out of 300 questionnaires, 277 questionnaires were used as final analysis data excluding 23 questionnaires of non-response and insincere response. The data were analyzed with SPSS ver. 26.0 for frequency analysis, EFA, reliability analysis, correlation analysis and multi-regression analysis. The results are as follows. First, E-sports commentator’s characteristics had a positive partial effect on perceived enjoyment. Second, E-sports commentator’s characteristics had a positive partial effect on re-watching intention. Third, perceived enjoyment had a positive effect on re-watching intention.