出版社：Montenegrin Sports Academy and Faculty for Sport and Physical Education
摘要：Although social presence is, in concept, the individual subjective experience that users feel in the mediabased, virtual communication environment, a discussion of the relationship between the social factors, the psychological factors, and the social presence of users of individual internet broadcasting is insufficient. Therefore, looking at users of sports broadcasting of AfreecaTV, which is an internet broadcasting platform, this study has empirically analysed the influence of media use motivation and social media engagement on the social presence of the user. For this study, a survey was conducted using a convenience sampling method with a sample of 300 users in Seoul, South Korea, who watched individual internet sports broadcasting through AfreecaTV. The main results obtained through multiple regression analysis are as follows. First, the motivation to pursue social relations, which is a subfactor of media use motivation, was found to have a significant, positive influence on functional engagement, while the motivation to pursue social relations and a broadcasting jockey’s attractiveness were found to have a significant positive influence on emotional and communal engagement. Second, information acquisition and broadcasting a jockey’s attractiveness (i.e., contents among the subfactors of media use motivation) were found to have a significant positive influence on social presence. Third, among the subfactors of users’ engagement with individual internet sports broadcasting, only communal engagement was found to have a significant, positive influence on social presence.
关键词：media use motivation; social media engagement; social presence; individual internet sports broadcasting
