지상파TV 스포츠콘텐츠 수용결정요인과 인지된 가치 및 행위 의도의 관계

초록

This study was intended to provide the value increase of terrestrial TV sport contents by analyzing the comparison among the factors of value expectation and use and gratification. For this study, the self-administered questionnaire for 901 college students was employed. The results were as followed. First, the recognized value expectation of TV sport contents were influenced by the audiences' receiving factors such as the use convenience of systems, appropriateness, easy access, and socio-cultural impact. Thus, in terms of public benefits, the TV killer sport contents should be produced and distributed to the audiences. Second, the intended behaviors were influenced by the use convenience of systems and appropriateness about TV sport contents. In this respect, with the mobilization of high quality personnels and techniques, the service intensified contents need to be supplied.

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