프로야구 구단SNS(Social Network Service) 이용자의 지식공유의도와 만족, 지속사용의도 및 관람의도와의 관계

Abstract

The purpose of this study is to examine relationship of the knowledge sharing intent & satisfaction, continuous usage intention, and watching intention on users of twitter(twitter.com), which is SNS(Social Network Service) of Korean Professional Baseball Club. For data survey, the followers of official twitter for Korean Professional Baseball Club were selected as research subjects. Also, Internet Survey was carried out by using questionnaire, which was composed of constitutional factors(knowledge sharing intent, satisfaction with using SNS, continuous usage intention, and watching intention) in a model, which was established on the basis of the objective of research, Totally 502 copies of questionnaire were collected. Except 4 copies with insincere response, 498 copies of questionnaire were used in the statistical test. To verify reliability and validity on a concept of forming the collected questionnaires, the internal consistency and exploratory factor analysis were carried out by using SPSS18.0. Through confirmatory factor analysis of AMOS18.0, the convergence validity and discriminant validity were confirmed. To verify structural equation model that was established for the objective of research, the path analysis was carried out. As a result of analysis, twitter users` knowledge sharing intent was indicated to have partial influence upon Usability and Communication, which are sub-factors of SNS users` satisfaction. Even the factors of having positive effect on continuous usage intention were indicated to be Usability and Communication. Also, the continuous usage intention showed the positive influence upon the watching intention. SNS(Social Network Service) of Korean Professional Baseball Club can be known to be a factor of having positive influence upon continuous visit and watching on web site through forming relations and sharing knowledge and information in users.