프로스포츠 종목별 사회적 책임활동에 대한 소비자태도 분석: 프로야구와 프로축구의 차이

The purpose of this study was to identify The analysis on consumer attitude through a professional sports team association's corporate social responsibility activities : focused on difference between baseball and soccer. In order to achieve this goal, 574 baseball and soccer's spectators were selected by the convenience sampling method in 2009 season. The instrument for data collection was a questionnaire that was previously inspected by experts and later found to have Cronbach's alpha values ranging from .796 to .962. The data were analyzed by using Window SPSS ver. 15.0 and AMOS 7.0 program and by conducting descriptive analyses, confirmation factor analysis to identify the fit degree of factors, structural equation model, and multiple group analysis. The results are follows: First, soccer group more recognizes the team image in the CSR activities, team reputation in team image, and behavior loyalty in team reputation than baseball group. second, baseball group more influence team reputation by CSR activities, and behavior loyalty by team image than soccer group.