Abstract: The purpose of the present study is to clarify the effect of internet media ability on interactivity and sports site loyalty. The research subjects included a total of 300 university students in the Seoul area in 2014, comprised of 150 males and 150 females. Data analysis conducted frequency analysis, factor analysis and multiple regression analysis by using the SPSS statistics program. First, internet media ability partially affected interactivity. Second, internet media ability partially affected sports site loyalty. Third, interactivity partially affected sports site loyalty. For this study, the statistics analysis Software Package SPSS 18.0 was used.