프로스포츠 팀의 사회적 책임활동이 기업신뢰와 고객충성도, 기업평가에 미치는 영향 : 그린스포츠 활동을 중심으로

The purpose of this study was to examine the influence of green sport proliferation and corporate social responsibility on the corporate trust, fan loyalty, and corporate evaluation. To complete this purpose, I chose the subjects 400 spectators in ‘2009 - 2010 KCC professional basketball’, ‘Sonata K-league 2010’, and ‘2010 CJ magumagu professional baseball’ games. Through convenient sampling method, one of the non-probability sampling, total 400 questionnaires were selected from samples, and among them 388 valid samples were used as final data excluding 12 insufficient respondents. For data analysis SPSS WIN Ver. 17.0 and Amos Ver. 7.0 program were used. The results are as follows;First, economic responsibility had a statistically significant effect on corporate trust. Second, ethical responsibility had no statistically significant effect on corporate trust. Third, philanthropic responsibility had no statistically significant effect on corporate trust. Fourth, consumer protection activity had statistically significant effect on corporate trust. Fifth, environmentalism had a statistically significant effect on corporate trust. Sixth, corporate trust had a statistically significant effect on fan loyalty. Finally, corporate trust had a statistically significant effect on corporate evaluation.