미디어 스포츠콘텐츠 수용자의 기대가치와 이용충족 비교연구

초록

This study was intended to provide the value increase of media sport contents by analyzing the comparison among the factors of value expectation and use and gratification by media forms. For this study, the self-administered questionnaire for 557 college students was employed. The results were as followed. First, the audiences of sport contents tended to expect highly the values of pastime/curiosity, system qualities/information, use convenience, and content diversity through the internet, and the value of content sharing through the terrestrial TV. The internet users showed the high use and gratification with regard to pastime/curiosity, content sharing, use convenience, and content diversity, and TV audiences were highly satisfied with system qualities/information. Second, TV audiences were satisfied with system qualities/information, use convenience, as compared to their expectation of such factors. Third, internet users were satisfied with content sharing, but not with pastime/curiosity as compared to their expectation of such factors. Fourth, cable TV audiences were satisfied with system qualities/information and use convenience but not with pastime/curiosity and content sharing as compared to the expectation of such factors.

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