본문 바로가기
KERD
논문KCI 등재

<골 때리는 그녀들> 여성 시청자의 인지된 진정성이 축구 참여의도에 미치는 영향: 시청몰입의 매개효과

Effect of Perceived Authenticity on [Kick A Goal] Female Viewers’ Football Participation Intention : The Mediating role of Viewing Flow

홍은아|이현지
국민체육진흥공단 한국스포츠과학원 (Korea Institute of Sport Science)|2024.03|체육과학연구 (Korean Journal of Sport Science)|제35권 제1호|pp. 145-155

0

조회

0

다운로드

2

인용

0

참고문헌

키워드

시청몰입여자축구인지된 진정성축구 참여의도여성 시청자Women’s footballPerceived authenticityViewing flowFootball participation intentionFemale viewers
주제분류체육

초록

[목적] 본 연구는 <골때녀> 여성 시청자의 인지된 진정성이 축구 참여의도에 미치는 영향 간 시청몰입의 매개효과를검증하는데 목적이 있다. [방법] <골때녀> 시청 경험이 있으며, 축구 참여경험이 없는 20대에서 60대 여성 시청자를 대상으로 총 414부의 설문지를 배포하였으며, 수집된 설문지 중 불성실한 응답을 제거한 338부를 최종적으로 자료분석에 활용하였다. 자료분석은 SPSS 25.0을 이용하여 빈도분석, 기술통계 분석, 상관관계 분석, 단순회귀분석 및 Baron & Kenny(1986)의 3단계매개효과 분석을 실시하였다. [결과] 결과는 다음과 같다. 첫째, <골때녀> 여성 시청자의 인지된 진정성은 시청몰입에 정(+)적인 영향을 미치는 것으로 나타났다. 둘째, <골때녀> 여성 시청자의 시청몰입은 축구 참여의도에 정(+)적인 영향을 미치는 것으로 나타났다. 셋째, <골때녀> 여성 시청자의 인지된 진정성과 축구 참여의도의 관계에서 시청몰입은 완전매개효과가 있는 것으로 나타났다. [결론] 본 연구는 여성 시청자들의 축구 참여를 이끌어내기 위해서는 진정성이 담긴 프로그램 제작이 중요하며, 시청몰입을 극대화하는 방안을 강구해야 한다는 사실을 실증결과를 통해 제시하였다.

Abstract

PURPOSE This study aims to examine the mediating effect of viewing flow on the relationship between perceived authenticity among [Kick A Goal] female viewers’ and football participation intention. METHODS A total of 414 questionnaires were distributed to [Kick A Goal] female viewers, aged from 20s to 60s, who had no experience in football. Among the collected questionnaires, the data used for the final analysis was 338 after data cleaning. The data analysis was conducted using SPSS 25.0, and it included frequency analysis, descriptive statistics analysis, correlation analysis, simple regression analysis, and a three-step mediation analysis proposed by Baron & Kenny(1986). RESULTS This study’s results were as follows: First, the perceived authenticity of female viewers positively affected viewing flow. Second, the viewing flow of female viewers positively affected their football participation intention. Third, viewing flow fully mediated the relationship between perceived authenticity and football participation intention. CONCLUSIONS In summary, this study suggests that it is significant to produce programs with authenticity and maximize viewing flow to further enhance the intention of female viewers to participate in football.

참고문헌 (75)

  1. "Kick a Goal, changing the landscape of women’s soccer" (2022)[URL]
  2. Ahn, S. W., "An analysis on structural model of media sports flow experience, exercise flow, exercise emotion and exercise adherence of adolescents", Journal of Sport and Leisure Studies, 65, pp.423~436 (2016)
  3. Ajzen, I., "The theory of planned behavior", Organizational Behavior and Human Decision Processes, 50(2), pp.179~211 (1991)
  4. An, S. -Y., "A study on the influence of viewing motivation of a TV reality travel program on viewing satisfaction and visit intention : Moderating effect of travel involvement", International Journal of Tourism and Hospitality Research, 32(2), pp.5~19 (2018)
  5. Baron, R. M., "The moderator–mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations", Journal of Personality and Social Psychology, 51(6), pp.1173~1182 (1986)
  6. Barton, K. M., "Reality television programming and diverging gratifications : The influence of content on gratifications obtained", Journal of Broadcasting & Electronic Media, 53(3), pp.460~476 (2009)
  7. Byun, J., "Travel product live commerce characteristics influence on purchase behavior intention: Based on the S-O-R theory", Master, pp.2023
  8. "I’m also ‘Kick A Goal’…The popularity of women’s soccer has tripled the sales of soccer equipment" (2022)[URL]
  9. Choi, Y. J., "Watching TV while chatting online : The concept explication of ‘social viewing’", Korean Journal of Broadcasting and Telecommunication Studies, 28(4), pp.315~355 (2014)
  10. Csikszentmihalyi, M., "Beyond boredom and anxiety" (1975), Jossey-Bass
  11. Csikszentmihalyi, M., "Play and intrinsic rewards", Journal of Humanistic Psychology, 15(3), pp.41~63 (1977)
  12. Csikszentmihalyi, M., "Flow: The psychology of optimal experience" (1990), Harper Perennial
  13. Csikszentmihalyi, M., "Finding flow: The psychology of engagement with everyday life" (1997), Basic Books
  14. "Erik Erikson’s theory of identity development" (1959)[URL]
  15. Hall, A., "Perceptions of the authenticity of reality programs and their relationships to audience involvement, enjoyment, and perceived learning", Journal of Broadcasting & Electronic Media, 53(4), pp.515~531 (2009)
  16. Haw, J. Y., "Escaping from the feminine and renewing : Representing the body of women in sports", exercising, 2020, pp.43, 211~228
  17. Hill, A, "Reality TV: Audiences and popular factual television" (2005), Routledge
  18. Hong, S. -Y., "Genre oriented characteristics of virtual reality programs", The Journal of the Korea Contents Association, 10(1), pp.202~212 (2010)
  19. Hwang, S. -H., "A narrative inquiry for gender-role conflict of female soccer players", The Korean Journal of Physical Education, 55(1), pp.61~73 (2016)
  20. Jeong, Y., "The analysis of the relationship between university students viewing motivation and the viewing continuity intention of Vlog on YouTube : Viewing flow and viewing satisfaction as mediator", Journal of Communication Design, 71, pp.147~164 (2020)
  21. Jin, C. -H., "The effects of Creating Shared Value(CSV)on the consumer self–brand connection : Perspective of sustainable development", Corporate Social Responsibility and Environmental Management, 25(6), pp.1246~1257 (2018)
  22. Joo, J. K., "A study on the influence of college students sportsmedia contact on their participation in sports activity", Master, pp.2012
  23. "“Up to checking life records”…Contemplating verification amid controversies of non-celebrities’school violence" (2023)[URL]
  24. "“Players you only see on TV are in front of you”…‘Kick a Goal’ successfully completed the first viewer invitational match" (2023)[URL]
  25. Kang, S. W., "The validity and reliability of a lifestyle evaluation tool for patients with metabolic syndrome", Journal of Korean Academy of Fundamentals of Nursing, 17(4), pp.487~ (2010)
  26. Katz, E., "Mass communications research and study of popular culture", Studies in Public Communication, 2, pp.1~6 (1959)
  27. "2019 player registration status" (2019)[URL]
  28. "2022 player registration status" (2022)[URL]
  29. Kim, D., "The impact of Virtual Reality(VR)technology on sport spectators’ flow experience and satisfaction", Computers in Human Behavior, 93, pp.346~356 (2019)
  30. Kim, E., "The narrative and representations of women’s sports in the media : An analysis of the SBS entertainment program Women Who Score Goals", PNU Journals of Women’s Studies, 32(1), pp.7~49 (2022)
  31. Kim, M., "Dimensions of perceived authenticity of reality audition TV shows and their relationships to audience involvement and enjoyment", Korean Journal of Broadcasting and Telecommunication Studies, 25(6), pp.88~124 (2011)
  32. "The secret behind the soaring popularity of ‘Kick a Goal’" (2021)[URL]
  33. Kim, Y. E., "The research of survey on interaction and immersion experience", Journal of Next-Generation Convergence Information Services Technology, 2(2), pp.67~72 (2013)
  34. Kwon, Y. S., "Formats and structure of survival competition program and its societal meanings: A comparative study on <King of Mask Singer> and <Voice of Korea>", Master, pp.2017
  35. Kwon, Y. -W., "The effects of perceived interactivity and social presence of TV program on viewing satisfaction and continued viewing intention : Focusing on <My Little Television>", Korean Journal of Broadcasting and Telecommunication Studies, 34(1), pp.29~69 (2020)
  36. Lee, C., "An exploratory study on authenticity of hiphop in Korea : A case of ‘Show Me the Money 3’", Journal of Culture Industry, 15(2), pp.125~132 (2015)
  37. "‘Kick a Goal’ Gyeongseogi duo and ratings rebound, will Song So-hee syndrome reappear?" (2022)[URL]
  38. "Mister Trot 2: Confirmation of 100 cast members before recruitment deadline sparks controversy over nominations" (2020)[URL]
  39. Lee, J. -H., "A study on the appearance of sports stars in sports entertainment programs and the success factors of the programs: Focused on in-depth interviews with the producers", Journal of Speech, Media and Communication Research, 22(1), pp.249~281 (2023)
  40. Lee, J. -H., "The influence of the swimming trainees’s motivation of watching sportainment TV program on watching satisfaction and lesson ticket re-purchase intention", The Korean Journal of Physical Education, 55(3), pp.71~81 (2016)
  41. Lee, J. -W., "An exploratory study on the authenticity discourse strategies of popular music audition programs: Focused on <Mr.Trot>", Journal of the Korea Entertainment Industry Association, 15(6), pp.1~13 (2021)
  42. "‘Kick A Goal’, ranked first in entertainment brand reputation..2nd place ‘The national team is the national team’" (2022)[URL]
  43. Lee, K. S., "The reality, competition & circular position of participants of audition program: An analysis of <Super Star K 2>", Media, Gender & Culture, 20, pp.107~136 (2011)
  44. Lee, M. H., "An analysis of factors predicting the evaluation of music entertainment programs and intention to continuous viewing: Focused on obtained gratification, flow, parasocial interaction, and perceived authenticity", Korean Journal of Broadcasting & Telecommunications Research, 117, pp.143~183 (2022)
  45. "‘Kick A Goal’ new year pilot…regular schedule confirmed" (2021)[URL]
  46. Lee, S. Y., "The relationship between media sports receptive motivation, involvement level of adolescents and sports attitude or participation", Doctor, pp.2011
  47. Lee, S. Y, "Effect of the sports media flow experience among high school female students’ sports’ participation", Master, pp.2019
  48. Lee, S. -M., "Analysis of mediation effect of sport participation between sportmedia flow experience and sport attitude of middle and high school students", Journal of Learner-Centered Curriculum and Instruction, 16(11), pp.483~502 (2016)
  49. Lee, S. -M., "The development and validation of future sport participation will scale in middle and high school student", Journal of Learner-Centered Curriculum and Instruction, 18(10), pp.615~635 (2018)
  50. Lee, S.-W., "An analysis of media sports involvement experience and sports participation structural model of the youth", Doctor, pp.2012
  51. Lee, Y.-H., "Predicting future consumer behavior from children’s experience toward sport participation", Master, pp.2006
  52. "Editing manipulation that damaged authenticity…Controversy over ‘Kick a Goal’ continues" (2021)[URL]
  53. "Song So-hee and Jung Hye-in barely saved ‘Kick a Goal’, the trouble continues with another advertising obstacle" (2022)[URL]
  54. Park, T. K., "The relationship between TV sports programs and the juvenile sport participation", The Korean Journal of School Physical Education, 11(1), pp.51~58 (2001)
  55. Park, W. K., "A study on the emotional identification in TV drama viewing : Relationships among homophily, viewing motives, and viewing satisfaction", Korean Journal of Broadcasting and Telecommunication Studies, 23(3), pp.233~275 (2009)
  56. Rhodes, R. E., "Conceptualizing and defining the intention construct for future physical activity research", Exercise and Sport Sciences Reviews, 45(4), pp.209~216 (2017)
  57. Roh, J. S., "A study on the correlation between the flow experience and leisure satisfaction of the electronic media : Focused on TV & internet", Korean Journal of Broadcasting and Telecommunication Studies, 18(1), pp.116~173 (2004)
  58. "The program introduction of Kick A Goal" (2023)[URL]
  59. "Replay Kick A Goal" (2023)[URL]
  60. Seo, D. U., "The role of ‘engagement in TV contents’ as a mediating variable in the context of social viewing : Focused on uses and gratification theory", Information Society & Media, 18(3), pp.31~62 (2017)
  61. "The heyday of sports entertainment, the rediscovery of sports stars" (2022)[URL]
  62. Shin, H. J., "Examining the structural relationships between authenticity of reality program and behavioral intention : An application of theory of planned behavior", Journal of Tourism Management Research, 23(6), pp.335~359 (2019)
  63. "“A painful mistake to read as given”…Crying Bae Seongjae explains the editing manipulation of ‘Kick a Goal’" (2021)[URL]
  64. "“We are Kick a Goal girls”, woman became a big player in the sports market" (2023)[URL]
  65. Suh, Y. G., "A study on the influence on brand attachment and loyalty of cosmetic brand authenticity", Journal of Channel and Retailing, 19(2), pp.87~111 (2014)
  66. Tao, A., "A study on the impact of perceived authenticity of audition program on flow, loyalty, and voting behavior", Master, pp.2019
  67. Wang, H., "The effects of live commerce characteristics on trust, flow and customer loyalty : Moderating effect of innovation attribute and focusing on Chinese consumers", Journal of Marketing Management Research, 27(1), pp.49~74 (2022)
  68. "‘Kick A Goal’ helper, Cheonsoo Lee, “Effort that cannot be evaluated only with enthusiasm is amazing”" (2021)[URL]
  69. Yin, C. Y., "The effect of e-sports content attributes on viewing flow and happiness: A focus on the moderating effect of e-sports involvement", Doctor, pp.2023
  70. "Women’s soccer fever brought by ‘Kick A Goal’" (2021)[URL]
  71. Yoo, S. W., "Authenticity : A literature review : Focusing on the theoretical concept and measurement in communication research", Korean Journal of Social Science, 39(1), pp.403~472 (2020)
  72. "SBS entertainment ‘Kick a Goal’ hit the back of the viewers … suspicion of editorial manipulation admitted" (2021)[URL]
  73. "SBS ‘Kick A Goal’ wins double crown only in September" (2023)[URL]
  74. Youm, H. -O., "Exploring the mixed futsal participation experience and meaning", Journal of the Korea Entertainment Industry Association, 17(2), pp.67~77 (2023)
  75. Yu, H. J., "The effect of creator factors in personal media contents on consumer attitude and purchase intention", Proceedings of Korean Association for Broadcasting & Telecommunication Studies 2019 Spring Conference, pp.115~117 (2019)

관련 논문AI추천

From Viewers to Participants: Analyzing the Mediating Effect of Women Viewers’ Satisfaction between Sportainment Show Team Identification and Intention to Participate in Sports김기백, 하재필국민체육진흥공단 한국스포츠과학원 · IJASS(International Journal of Applied Sports Sciences)2023 · 제35권 제1호<골 때리는 그녀들> 남성시청자의 여자축구에 대한 인식변화 질적 연구이화영, 홍은아국민체육진흥공단 한국스포츠과학원 · 체육과학연구2023 · 제34권 제4호Reality Sports Entertainment and the Formation of Female Subjectivity: A Textual Analysis of the Girls Who Kick the Goal in South Korea Television이원일글로벌문화예술교육연구소 · Research in Dance and Physical Activity2025 · 제9권 제3호스포츠 예능 프로그램이 스포츠 참여에 미치는 영향사혜지, 한지훈여가문화학회 · 여가학연구2023 · 제21권 제2호축구 예능 등장인물의 성별과 행동 결과가 성역할 고정관념과 성역할 기대에 미치는 영향: SBS <골 때리는 그녀들>과 KBS <우리동네 예체능> ‘축구 편’을 중심으로이혜선언론정보연구소 · 언론정보연구2025 · 제62권 제3호스포츠 미디어 이용자의 스포츠 가치관, 태도, 수용 동기 및 관여수준과의 관계: MZ세대 중심으로도경민, 서일한, 정은송대한체육학회 · 대한체육학회지2024 · 제22권 제2호

이 간행물의 다른 논문 (15건)

토픽모델링을 이용한 태권도 시범 연구 동향분석 : 2004년부터 2023년까지이은수, 박지용, 조혜수pp. 1-14수동적 워밍업이 엘리트 육상 단거리 선수의 유연성, 운동수행능력 및 젖산 산화율에 미치는 영향최재영, 김은숙, 윤성진, 김도현, 이지민pp. 15-23보행 동안 중량이 양측 하지역학의 비대칭성에 영향을 주는가?현승현pp. 24-323D 프린팅 개인맞춤형 육상 글러브가 휠체어 육상 선수의 경기력에 미치는 영향배건환, 노형규pp. 33-43사회생태학 이론을 통한 노인 신체활동 결정요인 분석 : 2021년 지역사회건강조사이철웅, 구병모pp. 44-52
원문 보기