Structural Relationships Among Subscription Motivation, Viewing Motivation, Contents Immersion, and Continued Behavioral Intention in YouTube Golf Lesson Contents

This study analyzed the relationships among subscription motivation, viewing motivation, contents immersion, and continued behavioral intention among viewers of golf lesson contents on YouTube. The purpose of this research is to provide insights into how the golf industry can effectively utilize social media platforms. The study was conducted with 368 subscribers and viewers of YouTube golf lesson contents. Data were processed using SPSS 26.0 for frequency analysis, reliability analysis, and correlation analysis. Additionally, AMOS 26.0 was used to perform Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The results are as follows: First, Subscription motivation significantly influences contents immersion. Secondly, Viewing motivation significantly influences contents immersion. Thirdly, Contents immersion significantly influences continued behavioral intention. Fourthly, Subscription motivation significantly influences continued behavioral intention. Lastly, Viewing motivation significantly influences continued behavioral intention.