프로농구 SNS이용자 만족이 충성도 및 지속사용의도, 관람의도에 미치는 영향

초록

The purpose of this study was to offer basic data for effective SNS marketing activity. Accordingly, it closely examined the influence upon loyalty, continuous use intention, and spectatorship intention by dividing SNS satisfaction. Research subjects were spectators who visited a stadium to watch domestically KBL pro-basketball game in 2013-14. 403 copies were utilized as analytical data. Statistical processing was used IBM SPSS version 22.0 program. for hypothesis verification in this study, simple repression analysis and multiple repression analysis were conducted. The results are as follows. First, usability and communication, which are SNS sub-satisfaction factors, had significant influence upon attitudinal and behavioral loyalty. Second, usability, communication, and timeliness, which are SNS sub-satisfaction factors, had significant influence upon continuous use intention. Third, usability, which is SNS sub-satisfaction factor, had significant influence upon spectatorship intention. Fourth, loyalty was indicated to have significant influence upon continuous use intention and spectatorship intention. Fifth, continuous use intention was indicated to have significant influence upon spectatorship intention.

키워드