The objective of this study is to clarify the relationship among SNS quality characteristics, brand equity, continuance intention and recommendation intention of Taekwondo gyms. In order to accomplish the objective, 365 parents of Taekwondo gym students were recruited as research participants using convenience sampling. Among collected data, 44 data were excluded due to no answer, dishonest answers, and participants who have no experience of using taekwondo gym’s SNS service. Consequently, a total of 321 data were used for analyses. Frequency analysis, CFA, correlation analysis, SEM were conducted by SPSS 23.0 and AMOS 21.0. The following facts were found. Firstly, SNS quality equity is a positively affective factor to brand equity. Secondly, SNS quality equity is not an affective factor to continuance intention. Thirdly, SNS quality equity is not an affective factor to recommendation intention. Fourthly, brand equity is a positively affective factor to continuance intention. Fifthly, brand equity is a positively affective factor to recommendation intention. Lastly, continuance intention is not an affective factor to recommendation intention. Therefore, when the taekwondo gym managers collect marketing and PR strategies for management efficiency, they must give efforts on increasing information consumers’ affinity of SNS quality, brand equities, continuance and recommendation intentions.