A Differences in Identification and Benefits Sought by the Media Consumption Pattern of Sport Fans

Abstract

Since the boom of the Internet and social media, YouTube has been expanding its territory as the most influential media through videos. It is known that sports fans receive information from YouTube product review videos for their consumption activities, and this information affects their final purchase decision. Therefore, this study aims to compare and analyze the differences in fan identification, and the benefits sought by the media consumption pattern of sports fans. The data from the 311 surveys collected underwent descriptive statistics, reliability, validity and one-way MANOVA analysis with SPSS 23.0. The respondents of the survey who stated that they did not use YouTube but used traditional methods to collect information on products showed high results in brand factor among the benefits sought, and those who stated that they used YouTube product review videos to collect information showed high results in fan identification, functionality, practicality and trend factors. This study analyzed the effects of YouTube, which has been expanding its territory among sports fans, and showed that the way in which consumers are analyzed in the changing society should be modified.