대리성취욕구와 BIRG의 관계에서 자아존중감에 따른 팀동일시의 매개효과

초록

This study attempted to examine the mediating role of identification between vicarious achievement and basking in reflected glory based on social identity and cognitive dissonance theory. In previous literature, the mediating role of team identification between vicarious achievement and basking in reflected glory has not been consistent. This study hypothesized that the inconsistency came from the different levels of self-esteem among respondents in the previous. The data were collected from a private university in Seoul, Republic of Korea, which has been strong in collegiate sports. Out of the total respondents of 217, the data analyses were analyses were done using high self-esteem group (n = 50) and low self-esteem group (n = 72). The mediating role of team identification was examined using Baron and Kenny`s (1986) method. In the high self-esteem group, team identification fully mediated the relationship between vicarious achievement and basking in reflected glory whereas it partially mediated in the low self-esteem group. The respondents with high self-esteem basked in the reflected in the reflected glory of sport team only through their team identification. However, the respondents with low basked glory through team identification and without the mediating role of team identification as well. Practitioners in sport industry need to understand that BIRG is not only determined by enhanced team identification but also determined directly by the need of vicarious achievement. If a team enhance their reputation not only through better performance but also through diverse corporate social responsibility strategies, it can promote licensed merchandise sales by stimulating customers` achievement need.

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