부산대학교 도서관

The purpose of this study is to investigate the structural relationship between the social network service(SNS) characteristics of professional baseball teams, the relationship commitment of service users, the team image, and the parent company brand image. For the study, 308 questionnaires were collected by the snowball sampling method through the online questionnaire, and 284 questionnaires were finally selected as effective samples. Frequency analysis, exploratory factor analysis, Cronbach's ɑ coefficient, correlation analysis, and multiple regression analysis were used by using SPSS 23.0. The results are as follows: Firstly, among the social network service(SNS) characteristics of professional baseball teams, playfulness and information provision affected emotional immersion, and playfulness, interactivity, reliability, and recency affected computational immersion. Secondly, playfulness, interactivity, and reliability affected image of team. Thirdly, reliability and playfulness affected the parent company's brand image in that order. Fourth, among the factors of relationship commitment, emotional commitment and computational commitment affected team image in that order. Fifth, among the factors of relationship commitment, computational commitment had an effect on parent company’s brand image. Sixth, Team image affected the parent company’s brand image. In conclusion, the positive relationship commitment formed through efforts to induce relationship commitment between the team and fans by using social network service(SNS) contents will be projected on the team image. And it can be transferred to the improvement of the brand image.