The Effects of Professional Baseball Teams YouTube Vlog Content Quality on Viewers Satisfaction and Intention to Attend Games

This study aims to investigate the effects of the quality of YouTube vlog content produced by professional baseball teams on viewer satisfaction and intention to attend games. To achieve this objective, a sample of 208 respondents with experience watching the YouTube vlogs of professional baseball teams was selected using convenience sampling, and an online survey was conducted. Data analysis was performed using SPSS 28.0 and AMOS 23.0, including frequency analysis, confirmatory factor analysis, reliability analysis, descriptive statistics, correlation analysis, and structural equation modeling. The results are as follows: First, among the quality factors of vlog content, timeliness, usefulness, and accuracy significantly influenced viewer satisfaction, while shareability did not have a significant effect. Second, accuracy and shareability significantly affected the intention to attend games, whereas timeliness and usefulness did not show a significant influence on attendance intention. Third, viewer satisfaction with the YouTube vlog content significantly influenced the intention to attend games. The study concludes with a discussion of the findings, marketing implications, and suggestions for future research.