프로야구구단의 CSR활동 지각이 스포츠팬의 호혜성에 미치는 영향 : 팬일체성의 조절효과

The professional baseball team plays an important role as a social agent in their local community. Based on corporate social responsibility, the purpose of this study was to examine the relationships between sport fan’s perception of the CSR and perceived reciprocity. Furthermore, this study also examined the moderating effects of fan identification on those relationships. A total 265 respondents, who are the fans of LG Twins, participated in the survey. SPSS17.0 was utilized to analyze frequency analysis, correlation analysis, and the moderated regression analysis. AMOS7.0 was also utilized to analyze to conduct the confirmatory factor analysis and reliability test. Based on our data analysis, this study found the following results. First, the CSR of the professional team had significant impact on sports fan’s perceived reciprocity. Second, fan identification was found to have a moderating effect upon the relationship between sport fan’s perception of the CSR and perceives reciprocity.