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- W4285046713 abstract "This study was conducted to analyze the determinants of sports broadcast demand in multi-channel network (MCN) and to provide marketing implications that could help increase profits for MCN businesses. In order to achieve the study objectives, a survey was conducted on 364 people over the age of 19 who used MCN in PC rooms located in a metropolitan area. The determinants of demand include gender, age, time of MCN use, sports TV watching time, MCN use platform, and watching motivation in MCN. A dependent variable used dichotomous data as demand (participation or not). The valid questionnaires were analyzed using SPSS 26.0 through descriptive statistics, exploratory factor analysis, reliability test and binary logistic regression analysis at .05 significance level. Accordingly, the main findings of the study are as follows. First, gender was found to be the significant determinant of demand. Male users, compared to females, were 1.827 times more likely to participate in sports broadcast in MCN. Second, benefits and contents were found to be the significant demand determinants. In benefits, the possibility of participating in sports broadcast increased by 1.827 times with one-unit increase in the watching motivation. In contents, however, the possibility decreased by .586 times." @default.
- W4285046713 created "2022-07-13" @default.
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- W4285046713 date "2022-06-30" @default.
- W4285046713 modified "2023-10-14" @default.
- W4285046713 title "An Analysis of Demand Determinants for Sports Broadcast in Multi-Channel Network" @default.
- W4285046713 doi "https://doi.org/10.35159/kjss.2022.6.31.3.415" @default.
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