프로야구 구단SNS(Social Network Service) 이용자의 SNS만족, 커뮤니티 동일시, 지속사용의도 및 관람의도와의 관계

초록

The purpose of this study is to find the relationships between Usage Intention and spectatorship, and community identification of Korean professional-baseball teams SNS with the SNS use satisfaction scale. Data was collected through internet-survey, targeting SNS users of the teams, and relationship between each variable was investigated using AMOS18.0. As a result, among the subordinate factors of SNS use satisfaction, the usability and communication which are focused on social relationship had a positive effect on spectatorship, knowledge sharing and community identification, but openness and timeliness, which are functional satisfaction scale of cellphones that use SNS, did not affect each of the factors.

키워드