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Abstract：
This study aims to address a lack of research on sports value consciousness among Korean university students by examining the moderated mediating effect of sports value consciousness on the relationship between university students\' sports YouTube engagement and their sport activity loyalty. A total of 231 Korean university students were recruited for this study. The analytical model was validated using the SPSS PROCESS Macro (Model no. 8). Exercise behavior was found to have a significant positive effect on both sports YouTube engagement and sport activity loyalty, while sports YouTube engagement had a significant positive effect on sport activity loyalty. Furthermore, the interaction between exercise behavior and sports value consciousness had a significant positive effect on sport activity loyalty at a low to moderate level. Results suggest that, for Korean university students, sports value consciousness is more important at a low to moderate level of sport activity loyalty than at a high level. The importance of sports value consciousness is highlighted in the context of the development of sports media and the sociological aspects of sports engagement among university students.
摘要：
本研究旨在通过研究体育价值意识对大学生体育YouTube参与度及其体育活动忠诚度之间关系的调节作用，来解决韩国大学生体育价值意识研究不足的问题。这项研究共招募了231名韩国大学生。使用SPSS过程宏（模型编号：8).运动行为被发现对体育YouTube参与度和体育活动忠诚度都有显著的积极影响。而体育YouTube参与度对体育活动忠诚度有显著的正向影响。此外，运动行为与体育价值意识的交互作用对体育活动忠诚度有显著的正向影响,处于中低水平。结果表明,对于韩国大学生来说，体育价值意识在低到中等水平的体育活动忠诚度比在高水平更重要。体育价值意识的重要性是在体育媒体发展和大学生体育参与的社会学方面凸显出来的。
