초록 close

The purpose of this study was to analyse the influence of watching TV sport programs or not and flow on the image of sport stars. For this, university students in Seoul and Gyeonggi area were set as population. Total 250 students were sampled by stratified cluster random sampling method and finally 233 data were used for analysis. Research tool was the questionnaire which was based on Lee(2005), Kim et. al.(2005), and Kim(2007) and used after testing the validity and reliability of the items. Data was analyzed by t-test and multiple regression analysis methods. The final results were as following. First, there was a significant difference of the enterprising image of sport stars by watching TV sport programs or not. However, there were no significant difference of appearance, sport performance, and moral image. Second, just curiosity among flow factors for watching TV sport program had an influence on the enterprising image of sport stars. However, interests and attention did not influenced on the image of sport stars.