프로야구 구단의 사회적 책임 활동이 구단이미지 및 관람자태도에 미치는 영향

This study studied the influence of CSR(Corporate Social Responsibility) to the team's image and the spectator's attitude. 412 professional baseball spectators in 2009 were analyzed with methods including t-test, ANOVA, regression analysis and decision tree analysis to reach the following conclusions. First, the recognition of CSR was higher with spectators who came to more games. The group without an experience of watching a game showed a meaningful difference in recognition compared with the group with the experience. Second, CSR of a team and its player positively influenced the images of the team and the corporation and the attitudes of the spectators. The images of the team and the corporation positively influenced the attitudes of the spectators. Third, the element that influences the attitudes of the spectator the most was the attitudes of the spectator. With the group of older persons, CSR of the team was a bigger influence than CSR of players. In conclusion, to realize this study, true CSR meeting the social need must be put before most of the existing CSR, and differentiated long-term programs must be settled in the field of professional sports.