Abstract
The purpose of this study is to empirically investigate how the characteristic of Social Network Service influences Club Trust, Club Commitment, and Relationship Continuity Intention. The subject of study is a total of 400 adult, over 20 years old, spectators who have experience using Social Network Service. Sample is collected by convenience sampling method and selected only 271 copies of questionnaire as final valid samples out of 400 copies after removing 129 copies of questionnaire that are considered as non valid samples. This study used SPSSWIN Ver.14.0 for analysis of frequency, used AMOS 7.0 for confirmatory factor analysis: CFA and structural equation model: SEM. After verify goodness of fit of the model and verify individual hypothesis, this study reached to five conclusions. First, in the relationship between the characteristic Professional Baseball Club Social Network Service and Club Trust, sociality have positive influence on Club Trust, but personalization does not. Second, sociality and personalization, two features of Professional Baseball Club Social Network System, have positive impact on Club Commitment. Third, Club Trust does not have positive influence on Club Commitment. Fourth, Club Trust affect Relationship Continuity Intention positively. Fifth, Club Commitment has positive influence on Relationship Continuity Intention.
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