The Effects of Social Network Sharing on the Acceptance Attitude and channel Loyalty of Professional Baseball Media Sports Viewers

摘要

The purpose of this study is to investigate the effect of attitude of professional baseball social network audience on channel loyalty. The subjects of this study were students who used professional baseball and social networking for students in Seoul and Gwangju area. The sample was sampled from 160 males and 140 female subjects using a convenience sampling method. Data were analyzed by frequency, factor analysis, and regression analysis using SPSS statistical program. The questionnaire was used as the survey tool. The results obtained through this process are as follows. First, social network sharing of professional baseball media sports viewers partially affects attitude of acceptance. Second, it shows that channel loyalty of social network sharing is partially influenced by professional baseball media sports viewers. Thirdly, the acceptance attitude toward professional baseball social network partially influenced channel loyalty.