Structural relationship between golf media viewing motivation, channel selection expectation congruence, and channel satisfaction

The purpose of this study is to structurally investigate the impact of golf media viewers' channel use motivation on expectation congruence and channel satisfaction and provide basic data for golf media's viewer attraction strategy. The subjects of the study were consumers who use golf driving ranges and golf courses in Seoul, Gyeonggi-do, and North and South Chungcheong provinces. Sampling was performed using convenience sampling, and 283 pieces of data were used in the final analysis. The hypothesis was verified through structural equation modeling (SEM), and the following conclusions were obtained.First, among the golf channel viewing motivation types, content usefulness, learning effectiveness, and communication empathy were found to have a positive (+) effect on expectation concordance. On the other hand, learning effectiveness and information seeking did not have a significant effect. Second, among the golf channel viewing motivation types, content usefulness and learning effectiveness were found to have a positive (+) effect on channel satisfaction. On the other hand, learning effectiveness, information seeking, and communicative empathy did not have a significant effect. Third, viewer expectations for the Golf Channel were found to have a positive (+) effect on channel satisfaction. These results suggest that, above all, in order to match golf channel viewers' expectations and increase satisfaction, content must be informative and satisfy the learning effect of golf skills. Viewers whose expectations are met will perceive channel satisfaction as high, so it is expected that golf channel viewers' channel loyalty will increase.