Analysis of effective online service determinant of Korean professional-baseball teams SNS

Abstract

The purpose of this study is to find the relationships between knowledge sharing 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. © 2012 IEEE.