The Effect of Sports Influencer Attractiveness on Flow, Relationship and Purchase Intention

Purpose: The purpose of this study is to figure out the effect of sports influencer attractiveness on flow, relationship and purchase intention, and to describe the differences according to the gender of SNS users. Method: The subjects of this study were those who had experienced sports content on SNS at least once. We conducted an online survey to collect the data, and 457 surveys were finally used for the analysis. The data were analyzed by frequency analysis, reliability analysis, confirmatory factor analysis and structural equation modeling with SPSS 24.0, AMOS 24.0 program. Results: The results of this study are as follows. 1) It appeared that professional attractiveness significantly influences flow. 2) The social attractiveness and professional attractiveness influence relationship. In particular, social attractiveness was applied only to men. 3) Flow influences relationship and purchase intention. 4) The relationship influences purchase intention. Conclusion: In summary, this study shows that there was no significant difference between genders, but for men, social attractiveness had a significant impact on relationships. Furthermore, these results provide academic as well as practical contributions to limited prior study in the sports contents field on SNS.