Structural relationships among sportscasters’ speech components, online relationships, and viewing behavior

This study examines the structural relationships among sportscasters’ speech components, online relationships, and viewing behavior in the context of sports media. Drawing on theories of parasocial interaction, source credibility, and uses and gratifications, this research conceptualizes speech as a multidimensional construct encompassing cognitive (logicality, verbal timing), affective (expressiveness), and perceptual (appearance, voice) elements. Data were collected from sports media users and analyzed using structural equation modeling to test the proposed hypotheses. The results indicate that all speech components significantly contribute to the formation of online relationships, confirming that both cognitive and affective communication cues play a critical role in fostering perceived intimacy with sportscasters. However, only affective and perceptual components—specifically expressiveness and appearance—exert direct effects on viewing behavior, while cognitive components influence behavior indirectly through online relationships. Furthermore, online relationship is found to have a significant positive effect on viewing behavior, demonstrating its mediating role in linking communication cues to audience engagement. These findings suggest that viewing behavior is primarily driven by emotional resonance and relational closeness rather than by informational clarity alone. This study extends the literature by providing an integrated framework that explains how multidimensional speech cues influence media consumption behavior through relational mechanisms. Practical implications highlight the importance of enhancing both expressive delivery and relational communication strategies in sports broadcasting.