e-스포츠 스타플레이어 이미지가 시청만족, 구단이미지, 충성도, 지속의도에 미치는 영향

Abstract

The purpose of this study was to investigate the e-sports starp layer image on viewer satisfaction, team iamge, team loyalty, adherence intention. The Participants who were university students of 7 university located in Chung cheong do and made total of 277 copies which wer chosen as the final valid samples. The data were analyzed by frequency analysis, reliability analysis ,confirmatory factor analysis and structural equ-a tion modeling with SPSS 22.0, AMOS 22.0 program. The results o tfhis study were as follow. First, e-sport s star player image negatively influenced team image. Second, e-sports star player imamge positively influenced viewer satisfaction. Third, e-sports star player image negatively influenced team loyalty. Fourth, viewer sa-t isfaction positively influenced team image. Fifth, viewer satifsaction positively influenced team loyalty. Sixth , viewer satisfaction positively influenced adherence intention . Seventh, team image positively influenced adherence intention . Eighth, team loyalty negatively influenced adherence intention.