상황적 호기심이 스포츠 팬의 신규스포츠 관람의도에 미치는 영향: 스포츠 광고를 이용한 상황적 호기심과 특성적 호기심의 구분을 중심으로
The Influence of State Curiosity on the Intention to Watch a Novel Sport: A Distinction between State and Trait Curiosity Using Sport Advertising in Print Media
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초록
호기심은 인간의 탐구적 행동을 자극시키는 다양하고 새로운 지각적, 인지적인 정보 탐구에 대한 인간의 기본 욕구이다. 호기심의 여러 가지 구성요인 중 상황적 호기심은 호기심을 자극시키는 주변의 환경 및 상황이 개인에게 어떤 영향을 미치는가를 의미하며, 이는 스포츠 팬의 행동에 중요한 영향을 미칠 것으로 판단된다. 본 연구의 목적은 첫째, 스포츠상황 내에서 특성적 호기심과 상황적 호기심을 구분하는 것이며 둘째, 상황적 호기심이 신규스포츠 관람의도에 미치는 순수한 영향을 알아보는 것이다. 본 연구는 LISREL 8.80 과 SPSS 15.0 를 이용한 확인적 요인 분석과 중회귀분석을 통하여 가설 검증을 실시했다. 가설검증 결과 스포츠 상황 내에서 특성적 호기심과 상황적 호기심은 명확하게 구분되는 개념임이 밝혀졌으며, 상황적 호기심은 신규스포츠 관람의도에 유의미한 영향을 미치는 요인으로 판명되었다.
Abstract
Curiosity has been defined as a human intrinsic drive that motivates exploratory behavior to acquire new informative and sensory experience. The purpose of this study is two-fold. First, the authors aimed to distinguish the concept and characteristic between trait and state curiosity in a sport setting. Second, in order to purely examine the influence of state curiosity on sport fan's intention to watch a novel sport, the authors controlled for participants' preference to watch current popular sports. Three hypotheses were tested with confirmatory factor analysis using LISREL 8.80 and multiple regressions using SPSS Ver. 15.0. The results found that there is an evident distinction between trait and state curiosity in a sport context. It was also revealed that state curiosity significantly impact sport fan's intention to watch a novel sport when controlling for preference to watch current popular sports.
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