중국 스크린야구의 실재감과 운동몰입이 소비행동의도에 미치는 영향

초록

The growth potential of China’s screen baseball industry is significant, given the government’ policy support for the integration of sports with virtual reality (VR) technology and the expansion of screen sports. As a result, there is a growing need to study consumer behavior in screen sports, particularly in relation to the characteristics of VR media. This study aims to investigate the impact of presence and immersion on Chinese screen baseball consumers’ sports consumption intentions. A sample of 328 screen baseball consumers was selected from Beijing, Shanghai, and Guangzhou, and 311 valid responses were used for the final analysis after excluding 17 incomplete or insincere questionnaires. Data analysis was conducted using SPSS ver. 27.0 and AMOS ver. 25.0, including frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling for hypothesis testing. The results of the study are as follows: First, the social presence in Chinese screen baseball positively influenced the intention to revisit, recommend, and participate in traditional baseball games. Second, the social presence in Chinese screen baseball also had a positive effect on behavioral and cognitive immersion. Third, both cognitive and behavioral immersion positively impacted the intention to revisit and recommend screen baseball.

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