프로축구 구단의 사회적 책임활동이 구단 및 기업 평가에 미치는 영향

This study attempted to find out the psychological mechanism for the positive effect of the activity of social responsibility of the professional soccer club on the evaluation of the club and the firm operating the club on the basis of Carroll's(1979) definition. In relation to this psychological mechanism, this study attempted to investigate what effect the activity of social responsibility of the professional soccer club had on trust in the club and the firm operating it and find out what differential effect the activity of social responsibility of the club as the mediating role of trust had on the evaluation of the club and the firm. To attain this goal, this study attempted to conducted the questionnaire research for 'S' college located in Seoul, the salaried persons working in the Jongro and Kangnam areas and the visitors to the FC Seoul home game. And 481 effective samples were used except the dishonest ones of the data collected in a convenience sampling method. Reliability analysis, factor analysis, correlation analysis and Structural equation modeling analysis were conducted about collected data with the use of SPSSWIN Ver. 17.0 and AMOS 17.0. As a result, the following findings were obtained:First, the activity of legal responsibility of the professional soccer club had an effect on trust in the club and the firm. . Second, the activity of ethical responsibility of the professional soccer club had an effect on trust in the club and the firm. Third, the activity of charitable responsibility of the professional soccer club had an effect on trust in the club. Fourth, the high evaluation of trust in the professional soccer club had an effect on the evaluation of the club. Fifth, the high evaluation of the club and the firm had an effect on the evaluation of the firm.