스포츠 소비자의 소셜 미디어 이용행태 및 구매행동 분석 : 인스타그램 이용자의 성별과 연령을 중심으로
An Analysis of Sports Consumers’ Social Media Usage Patterns and Purchasing Behaviors : Focusing on Gender and Age Differences among Instagram Users
- 발행
- 2025 등록KCI API에는 발행일 항목이 없어 원문 등록일을 쓰고 있습니다. 실측으로 발행보다 최대 6년 늦습니다 — 재수집하면 발행연월로 바뀝니다.
- 출처
- 국내 KCI
- DOI
- 10.35159/kjss.2025.6.34.3.473
- 원문
- 원문 보기 ↗
개념
키워드
Instagram, Social Media Interactivity, Demographic Characteristics, Purchase behavior, Instagram, Social Media Interactivity, Demographic Characteristics, Purchase behavior
초록
This study aims to examine differences in social media (Instagram) usage patterns, interactivity, and purchasing behaviors among sports consumers, focusing on gender and age, and to propose the necessity and strategies for audience segmentation in sports brand marketing. A total of 473 social media users were surveyed and analyzed. Data analysis was conducted using SPSS 24.0 and AMOS 24.0, with confirmatory factor analysis (CFA), tests for convergent and discriminant validity, and construct reliability to verify the validity and reliability of interactivity and purchasing behavior scales.
 Chi-square tests, t-tests, and ANOVA were used to derive the results. The findings revealed significant differences in Instagram usage time and the number of followed sports brands by gender and age, and age-based differences in the perceived importance of interactivity sub-factors (participation, empathy, responsiveness, personalization) on social media. However, no significant differences were found in sports brand purchasing behavior according to gender or age. In conclusion, this study empirically identified differences in social media usage patterns and interactivity among sports consum