마스터즈 수영 대회 참가자의 스포츠미디어 관여경험과 지속적 참여의도와의 관계분석

Abstract

Purpose: This study has a purpose to analyze how swimming participants’ sports media involvement influence on continuous participation intention. Method: To accomplish the purpose of this study, 307 of 400 surveys were used from swimming participants in Seoul. Data were analyzed through SPSS/WIN 21.0 and statistical techniques used in this study were exploratory factor analysis, reliability analysis, frequency analysis, independent sample t-test, one-way ANOVA, correlation analysis, multiple regression analysis. Results: The results of this study are follows. 1) Skillful, controlled, purposeful involvement of Sport media involvement factor in Sports media involvement experience of Swimming participants group gave a positive effect on participation intention of Continuous participation intention (p<.05, p<.01, p<.001). 2) Challenge, interested, purposeful involvement in Sports media involvement of Swimming participants group gave a positive effect on recommending intention of Continuous participation intention (p<.05, p<.001). Conclusion: In summary, the findings in this study confirm that swimming participants’ sports media involvement influenced on participation and continuous intention.