프로스포츠 선수의 학교폭력 사건이 팀이미지에 미치는 영향: 위기 대응 전략과 팀충성도의 조절효과를 중심으로

초록

The purpose of this study was to examine the impact of professional sports player’s school violence on the team image and the moderating effects of crisis response strategy and team loyalty in this causal relationship. To accomplish the purpose of this study, an online survey was conducted for male and female professional volleyball fans for 3 days from October 18, 2021. Total of 849 valid responses were collected. Using SPSS 26.0 program, frequency analysis, exploratory factor analysis, reliability analysis, descriptive statistics, correlation analysis, independent sample t-test, repeated measure ANOVA were performed. The results of this study were as follow: First, it was found that the incident of school violence by professional sports player negatively influenced team image. Second, it was found that the negative effect of the incident of school violence by professional sports player on the team image was stronger when defensive strategy was employed than an accommodative strategy. Third, it was found that the moderating effect of team loyalty was not significant in the relationship between the negative effect of the incident of school violence by professional sports players on the team image and the team’s crisis response strategy. The study was able to provide strategic guideline for domestic professional sport teams when it pertains to school violence incident. Particularly teams need to understand the seriousness of the incident of school violence in that even fans with high level of loyalty can negatively respond to athletes’ involvement in school violence.

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