미디어 소비수준에 따른 소비자의 신규 소비행동: 스포츠관람의 인지적 과정을 중심으로
The Moderating Effect of the Levels of Sport Media Consumptions on Consumers' New Consumptive Behaviors: The Epistemic Process of Sport Spectating
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초록
소비자들의 신규소비는 정보 탐색 및 습득과 같은 인지적 행위에 큰 영향을 받으며, 이러한 인지적 과정은 인지적 호기심에 유의미한 영향을 받는다. 또한, 인지적 호기심은 인간으로 하여금 새로운 정보를 추구하고 학습을 돕는 호기심의 하위 요소로, 소비자들의 미디어 소비수준에 따라 영향을 받게 된다. 본 연구는 스포츠소비자들의 신규소비행동에 영향을 미치는 인지적 과정을 미디어 소비수준의 조절효과를 통해 규명하는 것을 목적으로 하였다. 연구대상으로 미국 중부 및 서부지역의 네 곳의 주립대학교에서 스포츠경영학, 행정학, 마케팅 혹은 교양 체육을 수강하고 있는 대학생(N=657)을 편의표집방법(convenience sampling method)을 통해 자료를 수집하였다. 본 연구에서는 스포츠소비자의 신규소비행동에 미치는 인지적 호기심의 영향력을 미디어소비의 조절효과를 통해 분석하였으며, Mplus 5.2를 이용한 구조방정식을 통해 다음과 같은 연구결과가 도출되었다. 첫째, 인지적 호기심은 스포츠소비자의 신규소비의도에 유의미한 영향을 미친다. 둘째, 미디어소비수준별에 따른 조절효과의 결과는, 오직 중간수준의 미디어집단만이 스포츠소비자의 신규소비의도에 유의미한 영향을 끼쳤다.
Abstract
Sport media can be regarded as a moderator of communication of sport information. In the current sport media industry where the role of sport media has been gradually and crucially emphasized, curiosity related to sport fan's exploratory behavior in consuming sport information has been regarded as a key factor that influences the way media contents are delivered and organized. The purpose of this study was to examine the relationship between epistemic curiosity and sport media consumptive behaviors in the light of exploratory behavior of sport media consumers. Curiosity has been defined as a human intrinsic drive that allows an individual to behave exploratively in order to obtain novel and sensory information and experience. Epistemic curiosity, in the multi-dimensional construct of curiosity, is a major factor that motivates consumers to seek, learn, and acquire new information. The authors hypothesized that epistemic curiosity, as an independent variable, would be a significant factor in explaining intentions to watch novel sports, and the relationship between epistemic curiosity and intentions to watch novel sport would be moderated according to the level of sport media consumption. A total of 657 students were recruited from four different university in the US with convenience sampling method. Simultaneous equations and multiple group analysis were performed using Mplus 5.2 in order to investigate the hypotheses. The results showed that epistemic curiosity was a significant variable that explains intentions to watch novel sports, and sport media consumption moderated the relationship between epistemic curiosity and intentions to watch novel sports.
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