프로스포츠구단 CSR활동의 적합성 인식이 스포츠팬의 태도와 행동의사에 미치는 영향

The purpose of this study was to examine how the fit perception of corporate social responsibility(CSR: team-CSR, fan-CSR) activities which are conducted by professional sport teams in their local properties impacts on sport fan attitudes(e.g., team image, team reputation, parent corporate image) and behavioral intentions. The questionnaire was distributed at two professional baseball teams(Doosan Bears and SK Wyverns) and 527 responses were collected from baseball fans. For the empirical study, frequency analysis, reliability analysis and exploratory factor analysis were done by using SPSS11.0, in addition, confirmatory factor analysis and structural equation modeling were done by using LISREL8.5 The results are as follows: First, both team-CSR and fan-CSR which are variables of fit perceptions toward CSR of professional baseball teams had significant effects on team image. Second, team image had significant effects on team reputation, parent corporate image and behavioral intentions. Third, our results indicated that team reputation had significant effects on behavioral intentions. Fourth, there were no significant effects of parent corporate image toward the on behavioral intentions.