스포츠팀을 통한 기업의 사회공헌활동이 기업에 대한 태도변화에 미치는 영향: 소비자의 기분의 조절효과

초록

The current research is interested in how spectators’ mood in sport event context influences the effect of Corporate Social Responsibility activity. Four independent variables of collectivism, team identification, the congruence between corporate image and CSR, and persuasion knowledge were included. The data were collected from 229 students who were enrolled in C university in Seoul, Korea. The CSR message was delivered to research participants in two different formats (newspaper format vs. corporate web-site format) to manipulate the degree of persuasion knowledge. In addition, two different levels of congruence between corporate image and CSR were manipulated through scenarios. The scenarios were provided to research participants in negative mood group and positive mood group. The dependent variable is the difference score between pretest(i.e., before participants were aware that the company engages in CSR) and posttest(i.e., after participants were given with the information about the CSR) of participants’ attitude toward the company. The data were analyzed with multiple regression. The results indicated that the four independent variables had statistically significant influence on the attitude change toward the CSR company. Next, the data were divided into negative mood group and positive mood group. The multiple regression with the same four independent variables was performed for each mood group. The four independent variables in negative mood group showed statistically significant relationships with the attitude change. However, the congruence between corporate image and CSR and persuasion knowledge were found not to influence the dependent variable in positive mood group.

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