프로스포츠 팀의 사회적 책임활동이 구단이미지에 미치는 영향

The purpose of this study was to investigate how college students perceptions of a sports team's image can be influence by their social responsibility activities. Subjects of this study were 204 male students and 141 female students randomly from 3 universities in W city. The main findings of this study were as follows: 1. There are significant differences in perception of sports team's social responsibilities on college students' sex(p<.001). Moreover, there were significantly difference in the perceptions of team image(p<.01, p<.001). That is, the male students were better know than the female student about sports team's social activities and sports itself. 2. There are significant differences in perception of sports team's social responsibilities and team's image on college students' grade(p<.01). Sophomore and Junior students are better understand that other grade students. 3. There are significant differences in perception of sports team's social responsibilities and team's image on college students' sports participation or not. Sports participation students over 3 times a week are highly understand(p<.05, p<.01). 4. There was significant interaction effect between the sports team's social responsibilities and their team's image in university students.