Analysis of the viewing path of the dance sports YouTube channel through the UTAUT2 model

This study aims to identify the factors influencing the viewing intention and behavior of dance sports YouTube channels by applying the UTAUT2 model. The study selected users with experience watching dance sports-related YouTube channels as the population. Data was collected through an online survey using Google Forms from April 1 to April 30, 2024. A total of 250 participants were recruited through convenience sampling, and after excluding 24 responses with insincere or missing data, 226 responses were used for the final analysis. Structural equation modeling analysis revealed that performance expectancy, social influence, facilitating conditions, hedonic motivation, and habit had significant positive effects on viewing intention, while effort expectancy did not have a significant influence. Viewing intention was found to strongly predict actual viewing behavior. The findings provide theoretical implications by extending the external validity of UTAUT2 and practical suggestions for content creators and platform operators to attract and retain viewers. It is expected that this research will contribute to understanding the role and influence of new media platforms in the dance sports field.