<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The purpose of this study was to examine, within a sports broadcasting setting, the relationship between social viewing users’ motivation, satisfaction, and loyalty and to determine if social viewing could be used as a marketing strategy in the sport industry. For this study, data were collected by using an online survey targeting social media users. A total of 379 survey responses were used for the data analysis. The study’s hypothesized model constructs were evaluated using Structural Equation Modeling (SEM) and the data analysis revealed several key findings. The results revealed that the sharing of social viewing experiences in sports broadcasting had a positive impact on user satisfaction. User satisfaction was also positively impacted by both information searching and the excitement found in social sports viewing. Lastly, users’ satisfaction positively influenced loyalty.</p></abstract>

The purpose of this study was to examine, within a sports broadcasting setting, the relationship between social viewing users’ motivation, satisfaction, and loyalty and to determine if social viewing could be used as a marketing strategy in the sport industry. For this study, data were collected by using an online survey targeting social media users. A total of 379 survey responses were used for the data analysis. The study’s hypothesized model constructs were evaluated using Structural Equation Modeling (SEM) and the data analysis revealed several key findings. The results revealed that the sharing of social viewing experiences in sports broadcasting had a positive impact on user satisfaction. User satisfaction was also positively impacted by both information searching and the excitement found in social sports viewing. Lastly, users’ satisfaction positively influenced loyalty.

The Relationship between Motivation of Social Viewing Experiences, Satisfaction, and Loyalty in Sports Broadcasting

International Journal of Computer Science in Sport

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The purpose of this study was to examine, within a sports broadcasting setting, the relationship between social viewing users’ motivation, satisfaction, and...

The Relationship between Motivation of Social Viewing Experiences, Satisfaction, and Loyalty in Sports Broadcasting

Published Online: Aug 21, 2019

Page range: 148 - 159

DOI: https://doi.org/10.2478/ijcss-2019-0009

Keywords
sport broadcasting, social viewing, motivation, satisfaction, strucural equationi modeling

© 2019 Young Ik Suh et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The Relationship between Motivation of Social Viewing Experiences, Satisfaction, and Loyalty in Sports Broadcasting

Published Online: Aug 21, 2019

Page range: 148 - 159

DOI: https://doi.org/10.2478/ijcss-2019-0009

Keywordssport broadcasting, social viewing, motivation, satisfaction, strucural equationi modeling

© 2019 Young Ik Suh et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
sport broadcasting, social viewing, motivation, satisfaction, strucural equationi modeling