요가 1인 미디어 크리에이터와 콘텐츠 특성이 홈 트레이닝의 참여만족 및 참여지속에 미치는 영향

초록

The purpose of this study is to investigate the effects of media creators and content characteristics of one yoga person on participation satisfaction and participation in-home training. It was selected as an adult woman who had an experience of using YouTube yoga solo media content. They visited a yoga center in Seoul and distributed the questionnaire, and in consideration of the pandemic situation, the survey was also conducted online. A total of 242 questionnaires were collected and the final 242 copies were used for the final analysis, excluding the insincere questionnaire. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis were performed on the effective sample. According to the research results, first, the characteristics of creators, such as attractiveness, reliability, and interactivity, were found to have a positive effect on participation satisfaction and participation continuity. Second, it was found that there was a positive effect on content characteristics such as playfulness and usefulness, and there was no significant effect on diversity. Third, it was found that the participation satisfaction of media users who are one yoga person had a positive effect on the continuation of participation.

키워드