Effects of informativity, interactivity, playability, and familiarity of TikTok Golf Live Video on Subscription Intention: Focusing on gender differences

This study examines the The effect of informativity, interactivity, playability, and familiarity of TikTok golf live videos on subscription intentions was examined, and differences between groups according to gender were identified. Data were used by collecting them from 214 amateur golfers at indoor and outdoor driving ranges. As a survey tool, 6 items of personal characteristics and 20 items related to information, interactivity, playfulness, familiarity, and subscription intention scales were used, and data were analyzed using SPSS 21.0 and AMOS 21.0 statistical programs according to the purpose of the study. First, in the effects of informativeness, interactivity, playfulness, and familiarity of TikTok golf live videos on subscription intention, familiarity and informativeness showed a positive relationship to subscription intention. Second, in the difference between groups according to sex, information showed a difference in subscription intention, and men showed a relatively high difference tendency. In order to increase the subscription intention for the TikTok golf live video and improve the operator’s service, the familiarity of the video and the information obtained through the video are directly influenced by the quality, so it is necessary to seek ways to improve the quality of the two factors. Since information can be important to male consumers, providing scientific information based on various contents can be the key to increasing the number of male followers.