프로스포츠 구단의 사회적책임(CSR) 활동이 구단이미지에 미치는 영향: CSR적합성 및 팀동일시의 조절효과

초록

The purpose of this study was to determine a moderating effect of CSR fit and team identification in the relation between the CSR of a professional sports team and team image. A total of 310 spectators attending a professional soccer game held in the Suwon Worldcup Stadium on October, 2012 was conveniently selected and responded to the survey questionnaire. 277 usable questionnaires were finally utilized to data analyses. Data analyses included frequency analysis, descriptive analysis, reliability analysis, confirmatory factor analysis, correlation analysis, simple regression analysis, and moderated multiple regression analysis with PASW 18.0. The results of this study indicated that 1) CSR of the professional sports team had a significant influence on team image, 2) there was no moderating role of CSR fit in the relation between CSR and team image, and 3) team identification had a moderating effect between CSR and team image. Additional implications and directions for future research opportunities were discussed and suggested.

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