
태권도 인플루언서 특성이 인게이지먼트, 관계지향성에 미치는 영향
SNS(Social Network Service)중심으로
- 김우식(Kim, Woo-Sik)
- 세계태권도문화학회
- 세계태권도문화학회지
- 12권 4호
- 등재여부 : KCI등재
- 2021.10
- 137 - 154 (18 pages)
In this study, to identify the engagement and relationship orientation according to the SNS use of Taekwondo influencers, the population was set as a population according to the sample plan from May 1 to August 20, 2021, and 217 people were surveyed through an online survey. This conclusion was drawn with a total of 191 valid samples excluding 26 non-respondents. Hypotheses were tested through structural equation analysis, and engagement and relationship orientation according to influencer characteristics up to Hypothesis 1-3 were found to be suitable and excellent as a structural model, suggesting that a causal relationship was established. However, it was found that the attractive factor among influencer characteristic factors was a model with no difference in influence (-) on relationship orientation. This is considered to be the result of not being able to recognize the new trend in Taekwondo if the follower only sees an attractive image in performing a leading role.
Ⅰ. 서 론
Ⅱ. 연구방법
Ⅲ. 결 과
Ⅳ. 논 의
Ⅴ. 결론 및 제언
참고문헌