Relationship between Short-form Content Characteristics of Sports teams and Immersion, Satisfaction, Continued use, and Loyalty

This study aims to identify the relationship between the characteristics, immersion, satisfaction, continuous use, and loyalty of sports teams' short-form content and to confirm fan reactions to short-form content used as a means of communication for sports teams.Specifically, the characteristics of short-form content fans were used to respond more and identify the process by which these characteristics influence loyalty.To this end, fans of Jeonbuk Hyundai Motors, a sports club with the largest number of followers, were selected as the population, and a survey was conducted on 300 fans who visited Jeonju World Cup Stadium on August 6, 2023, of which 282 copies were used for the final analysis.As a result, it was found that most of the characteristics of sports club short-platform content had a static effect on immersion, satisfaction, and continuous use, but creativity did not.Second, immersion in sports club short platform content was found to have a positive effect on constant use.Third, it was found that satisfaction with sports club short platform content had a positive effect on contestant use.Fourth, it was found that the continuous use of sports club short platform content had a positive effect on loyalty.