Session 03.02.02: THE IMPACT OF PERCEIVED GRATIFICATION SOCIAL LIVE STREAMING OF SPORT EVENTS ON CONTINUOUS VIEWING INTENTIONS: THE MODERATING ROLE OF TEAM IDENTIFICATION

Paper Title: 

THE IMPACT OF PERCEIVED GRATIFICATION SOCIAL LIVE STREAMING OF SPORT EVENTS ON CONTINUOUS VIEWING INTENTIONS:

THE MODERATING ROLE OF TEAM IDENTIFICATION

Author: 

Yujin Kwon, Seoul National University, Republic of Korea

Kihan Kim, Seoul National University, Republic of Korea